At the time of my appointment as Global Creative Director/Head of Design at Scenic they had started to undergo a brand refresh but had unfortunately had a bust up with the design agency. My role was to step in a continue to develop the brand style across all collateral, pos, posters, brochures, DM, flyers, stationary, boarding documentation and eventually establish the brand guidelines for all global offices. This consisted of colours, fonts, logos, brand values, brand voice & language, imagery guidelines and best practices.
The travel industry is highly competitive and pricing varies and changes constantly so flyers are used extensively to give loyal customers offers. Scenic have a 40,000+ loyal database called Scenic Club where individuals are categorised into different levels - Emerald, Gold, Platinum and Diamond memberships depending on the number of vacations you've taken with the company. A quarterly newsletter is also produced called the Wonder Magazine - again filled with amazing destination ideas as well as exclusive member offers and discounts.
As Scenic creative director my role was to lead the brand redesign.
Being the designer and guardian, I worked closely with the internal design team at Scenic to design, develop and maintain a consistent look and feel across all mediums.
The role of the website was to enhance the Scenic experience by making it easy to navigate and take the consumer on the journey - inevitably leaving them with no option but to book their own trip of a lifetime.
Most travellers decide on a destination - our website encourages consumers to take the Scenic route. That way they know exactly what they are getting - which is an all-inclusive luxury holiday.
*Brochure Design 2016
With the new re brand we have established Scenic as the leading luxury travel brand for others to follow with strong graphic design and visual imagery. This is most evident on our brochure cover designs that are unique and very different for the category.
The Scenic brand value of 'wonder' is captured on every cover.
These brochures range from 250pages to 100pages in size.
During the process of getting sales, new ships are being designed, developed and built.
Like larger construction builds, sales are sold off the plan or through brochures well before and during construction takes place. So the creative challenge we have is to bring the concept to life through CGI images to convey the final realisation.
CGI images also allow you to show off the interior spaces in their best light as you don't have the restrictions that photographing and lighting rooms possess.
*Brochure Design 2017
2017 saw us consolidate our new brand direction and style with vibrant and colourful graphic brochure covers that intrigue and entice the consumer.
The Scenic offering is uniquely different from everything else out in the market place and we strive to reflect this in everything we do.
*Eclipse Launch Brochure
The launch piece for Scenic Eclipse was to be like nothing before seen in this industry.
My brief to myself was - to Eclipse everything before it.
This large oversized A3 brochure was to intrigue, provoke and question the consumer and trade to find out more. It was aimed to dazzle and entice the new horizons that this luxury discovery yacht could take you.
Go above, below and beyond in this James Bond style yacht that was targeted to the elitists.
*Europe Mini Brochure Design
A series of mini brochures to highlight the unique offering Scenic has throughout Europe. In these brochures we focussed on capturing the wonder of the destinations themselves on the cover.
*Eclipse Brochure Design
Scenic Eclipse is the new horizon for the company as it ventures into ocean cruising for the first time. A magnificent discovery yacht that will revolutionise luxury ocean cruising forever.
Our brochure designs again needed to fit in with the new brand direction as well as capture our unique difference of being able to venture - above, below and beyond in the submarines, helicopters, zodiacs, scuba gear and jet skis.
*Europe River Cruising TVC 2016
Establishing a unique selling proposition in a cluttered market isn't easy especially when everyone's offering is very same same.
A Scenic River Cruise is different because it is the only company that is All-Inclusive luxury travel, meaning that when you don't even need to bring your wallet with you on holidays as everything is paid for up front.
A 90sec TVC was created to get across our unique USP's and this was later broken down into 3 x 30sec TVC's and 6 x 15sec TVC's.
90s TVC Online version
Scenic Eclipse is the jewel in the crown of the Scenic brand. Being heavily involved in the conceptual, visualisation and branding of the luxury discovery yacht was a delight and a highlight of my time at Scenic.
Bringing something so special to life through the wizardry of CGI images and 3D animation - in the hope to reflect its true experience.
The website was to be a key selling tool for Scenic Eclipse as NO advertising or marketing spend had been allocated.
To date the sales targets are well above estimated forecasts.
During my stint at Scenic there were many opportunities to pick up a camera and take some travel images that we could use in our many brochures we produced.
My work saw me visit, Vietnam, Cambodia and Myanmar in Asia. Austria, Germany, Hungary, France and Belgium in Europe with global office visits to Boston and London.