Identity
Date
2025
Client
Tourlane
Category
creative art direction, branding, lead
Task
As Interim Creative Director at Tourlane, I was responsible for the ongoing development and governance of the brand’s visual identity across multiple channels and markets. Acting as both creative lead and hands-on art director, I oversaw brand consistency, creative quality, and the execution of campaigns, product launches, social media initiatives, and internal communications. In addition to driving visual development, I facilitated creative processes, team workshops, and cross-functional collaboration, helping scale Tourlane’s brand while supporting the growth and effectiveness of the creative team.
Role
Freelance Creative Director / Creative Lead – Inhouse Studio
Shaping the Visual Language of Travel
Developing visual systems, creative frameworks, and brand experiences across Tourlane’s growing ecosystem.
As Tourlane continued to expand across international markets, maintaining a consistent and scalable brand experience became increasingly important. As Interim Freelance Creative Director, I supported the brand team in evolving the visual identity across a wide range of customer-facing and internal initiatives.
My work focused on the continued development of Tourlane’s Visual Brand Guide, helping establish clear visual standards and scalable frameworks for campaigns, product launches, social media, CRM, affiliate marketing, and paid media. As part of this process, I contributed to the expansion and refinement of a comprehensive 94-page brand guide and the development of an extensive presentation framework comprising more than 100 PowerPoint template pages. Together, these systems provided teams across the organization with practical tools to apply the brand consistently across markets, products, and communication channels.
Alongside brand development, I oversaw creative quality and visual consistency across channels, collaborating closely with designers, marketers, content creators, and stakeholders. From destination imagery and influencer content to social campaigns, website assets, product launches, and marketing communications, I provided art direction, visual curation, feedback, and hands-on creative support to ensure a cohesive brand presence.
I also contributed to Tourlane’s internal brand culture through the development of visual identities, event branding, workshops, and company-wide initiatives. By combining creative leadership with hands-on execution, I helped strengthen the brand, streamline creative processes, and support the continued growth of Tourlane’s visual ecosystem.
