Art direction and brand system for a luxury travel planning studio — blending editorial storytelling, digital design, and cinematic travel visuals to capture the feeling of discovering the world with intention.
Travel by BC
Project Overview
Travel by BC is a boutique travel planning studio curating bespoke itineraries for luxury and adventure travelers. The founder wanted a brand that felt both aspirational and personal — evoking the anticipation of a new destination while maintaining the polish of a high-end service experience.
My role centered on shaping the brand’s visual world across identity, social, and digital — ensuring the brand looked as elevated as the experiences it creates.
From establishing the art direction to creating scalable content systems for email and social, I built a foundation for campaigns that feel timeless, cinematic, and cohesive across every touchpoint.
Scope of Work
- Brand Identity & Visual Direction
- Editorial System & Moodboards
- Social Media Templates & Layout Systems
- Email Design & Automation Templates
- Copy & Content Tone of Voice Development
Creative Direction
To shape the brand world, I developed an art direction system rooted in cinematic travel storytelling — where every journey feels tactile, sun-soaked, and intentionally captured.
The creative direction centered on:
Tone: Quiet luxury meets spontaneous adventure
Lighting: Natural, golden, textured
Color: Neutrals with sun-baked warmth
Composition: Editorial crops, layered depth, real moments over posed perfection
Mood: Thoughtful, grounded, timeless
Brand Systems
The visual identity reflects effortless sophistication — typography that feels refined but modern, paired with a color palette inspired by European summers and slow mornings abroad.
The design system was built to scale seamlessly across print, digital, and social. Every touchpoint — from inquiry forms to itinerary PDFs — was designed with consistent spacing, tone, and brand world cohesion.
Digital Expression
- Instagram Templates: Modular carousel and story layouts designed for destination features, packing lists, and client trip recaps.
- Email Design: Custom newsletter and announcement templates built for Flodesk, balancing editorial photography with concise storytelling.
- Content Planning Framework: A Notion-based content hub and posting guide that simplified execution for the founder while maintaining visual integrity.
Email Design System
Email Design System
Project Impact
The resulting brand direction elevated Travel by BC’s presence across digital platforms, helping the founder attract higher-end clientele and launch her first year of services with a polished, editorial look.
The brand’s visual systems now serve as the foundation for campaign storytelling, photography, and future collaborations with hospitality and resort partners.
