— PROJECT NAME
Every type of traveler
— CLIENT
Tripadvisor
— ROLE
Global Head of Creative
Tripadvisor’s refreshed identity, created in partnership with Koto, reimagines the brand around the authentic voices and experiences of real travelers. From the more expressive evolution of Ollie the Owl to a colour palette inspired by traveler photography and a custom typeface influenced by Tripadvisor’s iconic bubble ratings, every element was designed to feel warm, personal, and accessible.
Built through close collaboration across strategy, design, and product, the resulting brand system balances emotional storytelling with functional flexibility, creating a modern, cohesive identity that scales seamlessly from product experiences to global campaigns while positioning Tripadvisor for its next chapter.
