Creating A Unified Language

Redesign of the digital and print design language for a global travel brand.

With over 40 years of history and a presence in 60+ countries, the business ask was to redesign STA Travel's visual icon identity across all platforms (in-store, online and offline) replacing the use of stock icons.

I led the project building our guide rails, supported by five fantastic digital & print designers. Together, we designed, tested and launched the icon set in 4 months, while delivering other business as usual work. This was a tremendous victory, for myself, the team and the business.

Starting first on food icons establishing our design direction, we then expanded across 11 areas, in 4 colourways, making each individual icon more friendly yet distinctive in identity. Below are visuals showcasing our directional uplift and refined visual language for a stronger identity.

Outcome

• An icon guideline and system that outlines the approach and visual guidance for creating future icons, aligning with STA Travel's visual identity.

• A consistent global identity, instrumental in enhancing communication and navigation across all digital platforms, printed materials and in-store signage/pop up activations.

What I did

• Communicated output to Senior Creative Leaders.

• Brought to life a tailored icon library, expanding the company Design System & Global Brand Guidelines.

• Shaped brand voice and personality.

• Led a team of 5 designers to ensure consistency, strategic alignment, and cohesion across the project within a large, multi-site organization. Fostered collaboration and minimized disputes.