Client
Travel Super Market
Agency
In House
Client Brief
Lead the full brand transformation of TravelSupermarket.com, redefining its positioning, tone of voice, and visual identity across digital, print, and physical spaces. Deliver a refreshed, fully responsive website with modern UX, unify the brand across all touchpoints, and grow the design team to bring all creative output in-house.
My Role
Strategy
Creative Direction
Design Direction
Design
UX Design
Brand
Culture
In House Leadership (Built Capability)
Team Growth 2 → 30 (In House)
My Creative Solution
Directed strategy and execution, evolving the logo, colour palette, and design system, and creating inspiring content through original photography, illustration, and interactive features. Overhauled UX, launched “My Suitcase,” and extended the brand into office spaces and culture. The transformation lifted unique visitors by 100%, improved conversions, and quadrupled high-value customer engagement.
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 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 the strategic redesign of Travel Supermarket’s digital platform, modernising the experience while maintaining SEO performance. The overhaul delivered a 100% increase in unique visitors and improved conversion rates across all channels.
As part of a wider CRM initiative, I conceived and launched My Suitcase, a user-centric tool for curating, comparing, and sharing options. It drove deeper engagement and delivered 4x higher customer value.
Success
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 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.
Key Impacts
Boosted legibility across formats
Simplified use in print, digital and TV
Removed outdated gradient styling
Created a modern, cohesive brand feel
Dark Orange
FF8201
Light Orange
FFA030
Dark Blue
27A3D9
Light Blue
00D3FE
Dark Purple
2D283C
Medium Purple
403A54
Light Purple
7C72A7
Black
000000
Dark Grey
4C4C4C
Medium Grey
9A9A9A
Med Light Grey
E1E1E1
Light Grey
F7F5F6
Sky Colour Gradients
Gradients became a signature part of the Travel SuperMarket brand, blending orange, electric blue, and deep purples to echo the energy of sunrise and the calm of sunset.
My Suitcase
The My Suitcase brand extended the Travel Supermarket rebrand. Drawing again from the sky, purple, pink, and blue echoed the twilight horizon, while an electric blue introduced a subtle nod to technology.
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.
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 a move towards beautiful landscape photography was needed. Avoiding the obvious silhouettes and cheesy smiles, and instead focusing on something elegant and inspirational.
Selection
All photography was carefully curated to meet strict specifications for the website. Each image aligns the horizon at 50% and follows the rule of thirds, creating a consistent and visually balanced experience.
SEO Creative Campaigns
I elevated the quality of all creative touch points, 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 SEO.
Office Space
Our London offices underwent a transformation and the walls were adorned with travel-themed vinyls and surfboards.
