Travel Super Market
Brand Transformation
My Role - Creative Direction, Design Direction, Design, Branding
Brief
The redesign of TravelSupermarket.com, a prominent travel search and comparison site in the UK. The project encompassed a re-platforming, brand refresh, and the creation of a fully responsive site with enhanced user experience and contemporary design. The scope of this massive undertaking aimed at providing a modern and user-friendly platform for travel enthusiasts.
Research
I conducted research into worldwide travel brands and consumer reach, collaborating with agencies to ensure that all my design decisions were informed by data and market trends.
This approach allowed me to create designs that were not only visually appealing but also aligned with the preferences and behaviors of the target audience.
Brand Tone Of Voice
Fun
Family
Colourful yet sophisticated
Action / People doing things
Attainable yet aspirational
Capture the spirit of a holiday
Digital Transformation
I led a strategic redesign of Travel Supermarket’s digital platform, modernising the experience without compromising existing SEO performance.
The visual and UX overhaul alone drove a 13% increase in unique visitors, with conversion rates improving across every channel.
As part of a wider CRM initiative focused on customer retention and loyalty, I also conceived and delivered “My Suitcase”, a smart, user-centric tool that empowered travellers to curate, compare, and share their holiday options, driving deeper engagement and 4x higher customer value.
Doubled traffic from 2.4 million to 4.8 million
Improved conversion across all channels
4 X higher value customer on ‘My Suitcase’
Logo Evolution
I modernised the logo using a clean, contemporary typeface that brought cohesion to the brand’s visual identity. The shift from a dated gradient to a bold flat colour wasn’t just a style update—it improved legibility and made the logo far more adaptable across print, digital, and broadcast media, significantly enhancing brand accessibility and consistency.
Key Impacts
Boosted legibility across formats
Simplified use in print, digital and TV
Removed outdated gradient styling
Created a modern, cohesive brand feel
Colour Me Happy!
Everyone else was playing it safe with sky blues and greens. I wanted more feeling. So I paired bold orange with deep purple, sun and sunset, energy and ease. It gave Travel Supermarket a look that felt like a real holiday, not just another travel site.
Key Impacts
Created instant brand differentiation in a crowded category
Increased visual resonance with holidaymakers
Supported UI design across all platforms
Reinforced the brand’s new positioning
Dark Orange
HEX: #ff8201
CMYK: 0 60 100 0
Pantone: 151 C
Light Orange
HEX: #ffa030
CMYK: 0 46 100 0
Pantone: 2013 C
Dark Blue
HEX: #27a3d9
CMYK: 92 24 0 0
Pantone: 2193 C
Light Blue
HEX: #00d3fe
CMYK: 75 0 5 0
Pantone: 306 C
Dark Purple
HEX: #2d283c
CMYK: 97 100 15 72
Pantone: 5255 C
Medium Purple
HEX: #403a54
CMYK: 74 68 7 31
Pantone: 5275 C
Light Purple
HEX: #7c72a7
CMYK: 50 46 0 0
Pantone: 7446 C
Black
HEX: #000000
CMYK: 38 35 33 92
Pantone: Black 7 C
Dark Grey
HEX: #4c4c4c
CMYK: 40 30 20 66
Pantone: C.Grey 10 C
Medium Grey
HEX: #9a9a9a
CMYK: 20 14 12 40
Pantone: C.Grey 8 C
Med Light Grey
HEX: #e1e1e1
CMYK: 8 5 7 16
Pantone: C.Grey 3 C
Light Grey
HEX: #f7f5f6
CMYK: 4 2 4 8
Pantone: C.Grey 1 C
Sky Colour Gradients
Gradients became a signature part of the TravelSupermarket look, blending vibrant orange, electric blue, and deep purples to echo the energy of sunrise and the calm of sunset.
Dark
HEX: #27a3d9
CMYK: 92 24 0 0
Pantone: 2193 C
Light
HEX: #00d3fe
CMYK: 75 0 5 0
Pantone: 306 C
Dark
HEX: #ff7a01
CMYK: 0 60 100 0
Pantone: 151 C
Light
HEX: #ff8f02
CMYK: 0 44 100 0
Pantone: 151 C (tint)
Dark Orange
HEX: #ff8201
CMYK: 0 60 100 0
Pantone: 151 C
Light Purple
HEX: #7c72a7
CMYK: 50 46 0 0
Pantone: 7446 C
Medium Purple
HEX: #403a54
CMYK: 74 68 7 31
Pantone: 5275 C
My Suitcase Branding
The My Suitcase brand and colour palette served as a seamless continuation of the Travel Supermarket rebrand. Drawing inspiration from the sky once more, the colours incorporate shades of purple, pinks, and blues reminiscent of the twilight sky. An electric blue hue was introduced to evoke a feeling of technology, a driving force behind the functionality of the My Suitcase tool.
My Suitcase Logo
The My Suitcase logo tucks a heart into a suitcase, adding charm and warmth. A pop of blue makes saving and bookmarking feel unmistakably yours.
My Suitcase Colour Gradients
Gradients are at the heart of the My Suitcase visual identity. The palette blends twilight-inspired purples and pinks with a flash of electric blue, signalling both emotion and technology.
Light Blue
R: 0 G: 211 B: 254
HEX: #00d3fe
CMYK: 75 0 5 0
Pantone: 306 C
Dark Blue
R: 39 G: 163 B: 217
HEX: #27a3d9
CMYK: 92 24 0 0
Pantone: 2193 C
Light Purple
R: 124 G: 114 B: 167
HEX: #7c72a7
CMYK: 50 46 0 0
Pantone: 7446 C
Medium Purple
R: 64 G: 58 B: 84
HEX: #403a54
CMYK: 74 68 7 31
Pantone: 5275 C
Dark Blue
HEX: #27a3d9
CMYK: 92 24 0 0
Pantone: 2193 C
Light Purple
HEX: #7c72a7
CMYK: 50 46 0 0
Pantone: 7446 C
Medium Purple
HEX: #403a54
CMYK: 74 68 7 31
Pantone: 5275 C
Dark Blue
HEX: #27a3d9
CMYK: 92 24 0 0
Pantone: 2193 C
Light Purple
HEX: #7c72a7
CMYK: 50 46 0 0
Pantone: 7446 C
Pink Purple
HEX: #8c6299
CMYK: 52 68 12 1
Pantone: 2573 C
Medium Purple
HEX: #403a54
CMYK: 74 68 7 31
Pantone: 5275 C
Solid area for lower content
Dark Blue
HEX: #27a3d9
CMYK: 92 24 0 0
Pantone: 2193 C
Light Purple
HEX: #7c72a7
CMYK: 50 46 0 0
Pantone: 7446 C
Pink Purple
HEX: #8c6299
CMYK: 52 68 12 1
Pantone: 2573 C
Illustration Style
Incorporating illustration into our brand's palette played a pivotal role in communicating intricate ideas. It facilitated the assimilation of concepts in an enjoyable, approachable, and uncomplicated fashion.
Inspirational Clicks
To enhance the brand and focus on selling the destination a move towards beautiful landscape photography was needed. Avoiding the obvious silhouettes and cheesy smiles, and instead focusing on something elegant and inspirational. We wanted to own the sky in our branding.
SEO Creative Campaigns
As part of my role, I elevated the quality of all brand and creative touchpoints, with a particular focus on campaigns aimed at significantly boosting SEO impact. The emphasis was on developing creative strategies that not only enhanced the brand's image but also contributed meaningfully to the site's search engine optimisation.
Office Space
Having embarked on Travel Supermarket's branding journey, our London offices underwent a transformation. The walls were adorned with travel-themed vinyls and the gleaming new surfboards couldn't be missed—an ode to the exhilarating waves of possibilities that lay ahead.
The Stationary Had Wings
I designed stationary that had the design for building paper aeroplanes. I wanted everything to travel better, even our mail.
