Designing for two audiences, across multiple markets

The brochure played two roles: helping travellers explore and compare trips, and giving travel agents a practical selling tool when speaking with customers. A major redesign also represented a significant investment in design, printing and global distribution.

With the same brochure used across North America, Europe, South Africa and Australia, a local perspective wasn't enough. I leveraged existing traveller and travel-agent panels to ensure both audiences and different market contexts were represented throughout the redesign.

Finding out what earned its place on the page

Global discovery research established what travellers and agents actually needed from the brochure. I translated the findings into Jobs to Be Done, giving the creative team customer needs to design around rather than prescribing the solution.

Make the route easy to understand
The tour map was one of the most important elements for quickly understanding where a trip would take them.

Give photography a purpose
Rather than multiple images competing for space, travellers wanted one strong hero image to anchor each tour.

Make the brochure usable while selling
Agents needed the day-by-day itinerary at hand so they could refer to it while talking to travellers.

Continuous research at a global scale

Rather than treating discovery as a one-off research phase, I kept travellers and agents involved as the designs evolved, independently managing continuous research across global markets.

This meant coordinating research with travel-agent partners, running surveys and short interviews across countries, and keeping on top of local market differences throughout the process.

Global surveys · Agent interviews · Panel research · Concept feedback

From research to redesign

One hero image
A clearer visual anchor for each tour.

Prominent route map
Making the journey easier to understand at a glance.

Accessible day-by-day itinerary
Giving agents the information they needed during customer conversations.