whats|kuechen
Design Portfolio
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Sharpening the GetYourGuide Brand

Art direction & design of GetYourGuide’s 2020 brand campaign, developed in response to travel’s limited scope for Summer 2020. This campaign celebrated the tours, activities and experiences you can do in your own ‘backyard’ in lieu of normal summer travel.

 

Brand Visual Development

Sharpening the GetYourGuide Brand

 
 

Context

In 2018 GetYourGuide partnered with DesignStudio to build our first ever brand toolkit. The internal team inherited a beautiful but broad toolkit. Over time, my team and I focused on sharpening it into a more distinctive, practical, and emotionally resonant brand system. We distilled the palette to its essentials, simplified the graphic language, and gave imagery and expressive typography a central role. The result: a brand that feels clearer, more confident, and truer to what GetYourGuide really sells — real experiences for real people.

 
 
 

My role

As Creative Lead, I guided the evolution of GetYourGuide’s brand — aligning motion, performance, and brand teams around a sharper, more expressive visual direction.

 
 
 
 
 

Impact

The outcome is a tighter, more consistent brand expression that now connects seamlessly across global touchpoints — from digital campaigns to on-trip experiences. The refreshed clarity has driven measurable impact, with higher aided awareness scores and record-breaking sales results.