Destination Summer

We developed a distinctive visual identity inspired by the typography and structure of traditional destination boards, creating a flexible system that could be seamlessly rolled out across all key channels. This concept served as a unifying creative device, instantly recognisable and adaptable across campaign touchpoints.

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To support this, I designed a bespoke alphabet that allowed messaging to be interchanged while maintaining visual consistency. By anchoring the design around the word “Destination” within the typography, the surrounding text panels could be updated to communicate a variety of messages without compromising the integrity of the identity. The result was a scalable, ownable creative framework that balanced clarity, cohesion and versatility.

Graphic Designer - Leah Nolan

Creative Director - Matthew Watts

Creative copy lead - Lindsey Brakey

Creative - Charlotte Gibling

Art Director - Jade Carter

Copywriter - Ken Willias

Producer - Jess Lesson

Photographer - Sally Burt

Web design - Luke Gillingham

Motion Designer - Ben Bradley