TUI | Campaign Designer

Role: Campaign Designer

Context: In-house, Travel & Tourism

Duration: 2+ years

Focus: Campaigns, Print for Retail Stores

As a Campaign Designer at TUI, I work across in-store design with the delivery of print assets across the retail stores, and campaign-led design, contributing to both strategic campaign planning and assisting the art editor in the creation of the campaign playbooks for both print and digital channels.

My Role

  • Supporting the development of Campaign Playbooks used across multiple channels.

  • Designing and refining layouts that align with TUI’s brand guidelines.

  • Ensuring campaign consistency across print, retail, and digital touchpoints.

Campaign Playbooks

  • Producing tourist board leaflets, promotional posters, and supporting materials.

  • Designing in-store posters and printed marketing assets for TUI retail stores.

  • Adapting designs for different store formats and audiences.

Retail & In-Store Design

Additional & Creative Projects

  • Print advertisements and Doordrop leaflets.

  • Pull-up banners, vinyls, gift cards, and letterheads.

  • Supporting digital assets such as social media posts and email banners.

Concept Development - FX Travel Money

I led the design of a refreshed visual style for TUI’s FX Travel Money offering across print and digital platforms. Working within existing brand guidelines and using established assets, I developed and presented a new visual direction tailored for web, in-store, and retail touchpoints.

Following consumer research and stakeholder feedback, I refined the concept and produced the final artworks, which are now being rolled out across channels.

The original FX Travel Money creative needed a refresh due to some brand guideline changes. They wanted to keep using our brand illustrations, as after some research they found these were quite popular with the customers.

These are the refreshed visual style developed to modernise the brand across key touchpoints.

Retail Activation - Pop-Up Experience

I led the design work for a retail pop-up activation aimed at increasing brand awareness in high-traffic shopping centres and university locations.

Working alongside my project manager and an external agency, I reworked their initial 3D concepts to align with TUI’s brand, delivering final artworks for the pop-up walls and creating supporting assets including Polaroid overlays, photo wallets, QR signage, and screen covers.

The project ran over six months from concept to launch and was initially trialled in Scotland. Due to strong engagement, including queues at the Edinburgh St James TUI store, the activation was rolled out to additional locations across the UK.

My approach focuses on clarity, hierarchy, and readability. I ensure key messages are easily understood at a glance. I consider how audiences encounter campaigns across different touchpoints and design with consistency and accessibility in mind, whilst always ensuring we are following brand guidelines.

Design Approach

Selected Campaign Work

  • Calendars

  • Tourist Board Leaflets

  • Adhoc Posters

  • Doordrop Leaflets

Outcomes & Learnings

Working in-house at TUI has strengthened my ability to design within large brand systems, work creatively whilst following brand guidelines, manage multiple briefs simultaneously, and balance creative exploration with commercial objectives. These experiences continue to inform how I approach digital and UX-led projects, particularly in relation to clarity, hierarchy, accessibility and user focus.