COLLETTE
MAP DESIGN & TRAVEL ITINERARIES
concepts | collateral | digital | print
Challenge & Opportunity
Collette, a global leader in guided travel, required senior creative direction to market an expansive portfolio of tours. They range from classic group itineraries and river cruises, to niche faith journeys and private tours. The strategic objective was to articulate the distinct value of each travel category while maintaining a cohesive, high-touch brand identity that inspired booking confidence and resonated across diverse traveler demographics.
Strategic & Creative Leadership
Concepted and designed marketing assets across Collette’s varied tour verticals, creating visual hierarchies that clarified differences in group size, travel style, and destination depth. Elevated campaign imagery and editorial layouts to highlight Collette’s core brand pillars: transformational guest experiences, community impact, and hassle-free worldwide travel. Standardized art direction across print brochures, digital campaign assets, and promotional collateral to ensure seamless visual pacing across customer discovery channels.
Business Impact & Strategic Value
Streamlined visual navigation across complex tour offerings, helping prospective travelers evaluate and select travel styles faster. Reinforced Collette’s premium market standing by blending high-impact photography with an intentional narrative feel.
My role: Concept, Design, Production (used specialized software to design map itinerary).
Additional Team Collaborators: Copy, Marketing, and Production Manager.
Tour Map Design
Visualizing complex, multi-stop itineraries across Collette’s 200+ global tours required a standardized mapping system that delivered geographic precision while functioning seamlessly across both digital and print touchpoints. Using special software, I create a scalable, multi-purpose map for every tour that served as an intuitive navigation tool for travelers, and a foundational design asset across marketing channels. I managed annual updates and production execution for 200+ custom tour maps, drastically reducing cross-channel design overhead.
Digital Tour Itinerary
When travelers selected an itinerary on Collette’s website, they needed a cohesive, professional printout to serve as a tangible reference. The objective was to design a standardized digital-to-print template. It summarized trip details, included branded elements, tour naming, pricing, location photography, general experience copy, detailed daily itineraries, and custom maps, into an elegant document that maintained brand integrity across all home-printed assets.
Tour Brochure Design
Tour brochures were printed in multiple sizes and frequently used by travel agents.
Group Travel Planner
Travel professionals rely on Collette’s annual Travel Planner as a primary sales enablement tool to review and book client travel. The strategic challenge was to update this B2B resource, incorporating new destination photography, evolving travel guidelines and planning tools. It streamlined workflow for external advisors while reinforcing Collette’s premium brand positioning.
