Pack Up + Go, a spontaneous surprise travel brand, embarked on a journey to refresh its identity amid challenging times in the travel industry. Guided by consumer insights I led the design effort in launching two omni-channel campaigns. Our Black Friday Campaign generated $229,000 in revenue, surpassing redemption goals. Then the New Year's Campaign smashed expectations and garnered $236,450 in revenue. Since taking over as lead designer for social, our social profiles have gained 17,621 followers, impressions increased by 61.2%, engagements have seen a 16.2% increase.
The previous visual executions of the Pack Up + Go brand suffered from a lack of identity and cohesion. Despite having a distinctive offering in the travel sector, it failed to translate visually its unique proposition. As the travel industry grappled with the aftermath of the COVID-19 pandemic and a looming recession, Pack Up + Go faced a decrease in revenue, compelling us to reimagine our approach.
Grounded in insights from over 14,000 travelers, we embarked on a journey to rediscover the essence of Pack Up + Go. We launched two key campaigns to boost revenue, our annual Black Friday Campaign and a New Year's Campaign. The Black Friday Campaign, pushed the boundaries of our brand identity through bold typefaces, heightened contrast, and an expanded color palette. For the New Year's Campaign, we embraced the nostalgia of mid-century modern design, evoking the whimsical spirit of 1960's road trips. Drawing inspiration from vintage signage, cars, and fashion, we redefined retro for Pack Up + Go, infusing the brand with playful energy and spontaneity.
