whats|kuechen
Design Portfolio
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Building a Supplier 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.

 

GetYourGuide SUPPLIER BRAND

Building a Supplier-first Brand

 
 

Context

As a marketplace, our suppliers are the product — but until 2024, GetYourGuide had never invested in a Supplier Brand. That changed with the launch of Unlocked, a campaign celebrating the improvements to our supplier tools and experience. Its success made one thing clear: our suppliers were eager for more.

What started as a product release evolved into a full brand platform — complete with summits, trend reports, and live activations designed to inform, inspire, and connect the creators behind our experiences.

 
 
 

My role

Leading a cross functional team, I drove the creative development of the Supplier Brand — from campaign identity to event design — partnering with Supplier Marketing and Product to bring it to life. As interest grew, we also stepped back to define a clear Supplier Creative Strategy, establishing our role, voice, and creative principles for this fast-emerging audience.

 
 

The supplier creative platform

At the heart of our strategy is a simple belief:

We empower proud experience creators to share their passions.

This became the foundation for every supplier touchpoint — a unifying creative lens that celebrates authenticity, craft, and community.

 
 

Unlocked: The Launch Point

Unlocked began as a product release highlighting new supplier tools, but its clarity and tone struck a chord. It became the foundation for our supplier communications — a recurring launch series that keeps partners engaged and inspired.

Supplier Summits & Events

Building on Unlocked, we expanded into live experiences — hosting summits and conferences where suppliers connect, learn, and shape the future of tr avel together. Each event carries its own identity within the Supplier Brand framework, reinforcing our role as both partner and platform.

Presence & Partnerships

From global travel conferences to recruitment activations, we’ve established a consistent, elevated presence that reflects our shared ambition with suppliers.

Through thoughtful design, swag, and storytelling, GetYourGuide now shows up as the leading voice for experience creators worldwide.

Impact

The Supplier Brand has become a powerful driver of engagement and advocacy. Our Supplier Summits achieved a 98% interest to return rate and 100% would recommend — clear proof that our creative platform resonates deeply with partners. As we refined our Unlocked campaign strategy, we also saw increased adoption of new supplier tools and growing excitement across our community.