GetyourGuide Brand Guardianship

Sharpening Our Brand Presence

Context

Design systems evolve — not because they fail, but because teams grow into them. In 2018 we partnered with Design Studio to develop our first ever brand toolkit. As we lived with the brand and uncovered the edges, we shaped it into something distinctly ours: tighter, more intentional, and built for real-world use. We streamlined the toolkit to a focused color palette, refined our graphic language, and leaned into expressive type and authentic photography. The result is a brand that feels more human, confident, and true to what we offer — real experiences for real people.

My role

As Creative Lead, I worked with an amazing team to drive the evolution of GetYourGuide’s brand — aligning motion, performance, and brand teams around a sharper, more expressive visual direction.

Results

The payoff?

A sharper, more consistent brand that finally looks and feels the same everywhere our travelers meet us — helping lift awareness scores and support our strongest sales performance to date.