Campaign: You don’t always have to go far to find a new challenge. The thrill of discovery can be found almost anywhere – whether you are exploring a new continent or uncovering hidden gems in your own backyard. Sometimes exciting exploration is just a car ride away.
We’ve taken this idea and challenged four Lonely Planet authors to push the boundaries — both beyond the city limits and beyond their realm of familiarity — all while pursuing their weekend wanderlust. Each travel challenge encourages them to be unstoppable in their quest to experience something new while staying relatively close to home.
By capturing their adventure on video, we are able to tell their story as it unfolds, documenting those unique travel moments, sharing their sense of discovery, and ultimately inspiring others to be unstoppable in their own travel challenges — whether big or small.
- Social - Digital - Responsive - Video
Lonely Planet partnered with industry-leading tourism marketing board Tourism Australia to develop a boldly-designed Lonely Planet microsite that helps users build custom lists of diverse, inspiring activities across Australia for users.
My Role Concept ideation and campaign strategy. Art direction and user experience design. Production of digital assets.
All Day Aussie trailer
Lonely Planet Kids
Lonely Planet Kids aims to kick-start the travel bug and open kids' eyes and minds to the world around them. Our focus is on showcasing the quirky facts, amusing tales and inspiring stories that bring our planet to life. Through Lonely Planet Kids, we hope to share our love of travel, our sense of humour and our continual fascination with what makes the world the diverse and magnificent place it is. Join us – it’s an adventure that will never end!
On the site you can take a peek inside (and buy) the new books; download in-store point of sale, teaching packs and activity sheets, watch promo videos, find out about the Amazing World Atlas app, meet the authors and illustrators who worked on the books... and more.
Working closely with key stakeholders I lead the art direction across the new branded materials, developing style guides, creating the in store POS materials, working on the photo shoot and post production of all the branded assets. I worked closely with the developers on designing the responsive website where all things LP Kids has launched phase one.
A fun interactive quiz that Lonely Planet produced for Singapore Airlines.
As you go through the quiz you are asked a series of customised travel questions and by the end you are matched up with a custom destination and theme. You can then download the personalised destination guide.
The campaign was live on Singapore Airlines Facebook page for 18 months. I was in charge of developing the concepts, art direction and completing the UI and illustration design. I worked closely with development to make fun interactive experiences across desktop and mobile, including UI animations of the city illustrations.
Role: Concept Development, Art direction and UI/UX design Employer: Lonely Planet Client: Singapore Airlines
For the fourth consecutive year Lonely Planet launched a mid-year ‘Travel Month’ campaign in Australia and New Zealand. The campaign celebrates the amazing experiences that people have while travelling, with a focus on the breadth of experiences that can come out of a single Lonely Planet guidebook. Consumers are incentivised to purchase a Lonely Planet book during the month of June with the chance to win over $20,000 in travel prizes.
The campaign will be executed in more than 800 retailers across Australia and NZ, with a significant number of these creating Lonely Planet window and in-store displays promoting the consumer competition.
I worked on the creative direction and design of the campaign from start to finish. Designing the Point of Sale materials as well as the UI and UX for the campaign website.
Role: Concept Development, Art direction and design Employer: Lonely Planet Client: Australian Marketing Lonely Planet
Behind the scenes | Art direction for Amazing Experiences (Aus & NZ)
I was contacted by a film and camera professional who wanted to move into a new areas of business. The business was for commercial UAV aerial photography and videography specialists. This involves production and filming with sophisticated aircraft & camera systems.
Working through some ideas and concepts we landed here. I think this option helps best tell the story of aircam. A very enjoyable project.
Deliverables: Logo concepting Brand development: Typography, colours, iconography Final logo