Expedia Made to Travel
BRAND REFRESH | CAMPAIGN DESIGN | ART DIRECTION
Brand book
Expedia wanted to shift from being seen as just a booking engine to becoming a trusted travel companion. We built a brand system that makes “Made to Travel” tangible: bold typography, dynamic layouts, and a flexible design language spanning campaigns, digital platforms, and partner communications.
The art direction was central to the transformation: moving from brand-centric imagery to storytelling through the eyes of travellers. By celebrating moments of anticipation, discovery, and connection, the brand now feels more human, inspiring, and true to the experience of travel.
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Expedia sought to refresh its design system to connect more deeply with travelers—moving away from traditional, glossy imagery toward something more relatable and experience-driven. The aim was to position Expedia as a trusted companion that truly understands the journey, not just the endpoints.
The insight: travelers found most travel visuals overly idealized and detached from real experiences. To bridge this gap, the design system leaned into authenticity—celebrating “Made to Travel” through visual storytelling rooted in real moments and genuine orientation.
At the heart of the identity is a clean, modern typeface (Aeonik Regular), supported by a bespoke set of icons and graphic elements inspired by travel and wayfinding. Directional arrows, compass motifs, and precise coordinates were woven into layouts, grounding each image in real places and giving users a tangible sense of orientation.
The visual language embraced the less polished, more human side of travel. Rather than fantasy-like destination photography, it highlighted candid moments—the small rituals, unexpected encounters, and textures that make journeys memorable. This editorial, grounded art direction helps Expedia feel more human, connected, and inspiring.
The design system stretches across all touchpoints—campaigns, digital platforms, partner communications—bringing consistency, personality, and a traveller-first point of view to everything Expedia does.
Client: Expedia | Agency: Anomaly | Creative Direction: Jenny Kang, Whitney Ruef | Design Direction:Camille Yin | Designer: Jeannie McMahon | Awards: D&AD Shortlisted / The One Club Merit
