Vrbo
Campaign 2025
Vrbo
Campaign 2025
Senior Designer
Brand Design Team, Expedia Group
London, United Kingdom
09.2024 — 12.2024
○ Visual & Motion Design System
Senior Creative Designer
Brand Maker Studio, Snapchat
London, United Kingdom — 2022
○ Visual & Motion Design
Evolving Vrbo's Motion Language for Unified Brand Expression
Evolving Vrbo's Motion Language for Unified Brand Expression
I spearheaded the evolution of Vrbo's design system for their 2025 campaign refresh, developing a comprehensive motion language that captures the brand's authentic voice. Working closely with copywriters, creative directors, and producers, I crafted every aspect of the motion ecosystem—from dynamic type-driven executions to snapshot animations and foundational motion structures.
The result was a cohesive set of motion principles that seamlessly translates Vrbo's bold brand personality across all customer touchpoints, creating unified experiences that resonate from initial campaign moments through to final booking interactions. This flexible system empowers the brand to speak consistently and compellingly, no matter where customers encounter it.
I spearheaded the evolution of Vrbo's design system for their 2025 campaign refresh, developing a comprehensive motion language that captures the brand's authentic voice. Working closely with copywriters, creative directors, and producers, I crafted every aspect of the motion ecosystem—from dynamic type-driven executions to snapshot animations and foundational motion structures.
The result was a cohesive set of motion principles that seamlessly translates Vrbo's bold brand personality across all customer touchpoints, creating unified experiences that resonate from initial campaign moments through to final booking interactions. This flexible system empowers the brand to speak consistently and compellingly, no matter where customers encounter it.
From 'Relax, youu book a Vrbo' to 'Make it a Vrbo'
From 'Relax, youu book a Vrbo' to 'Make it a Vrbo'
Vrbo's 2024 rebrand established a playful, premium personality but lacked distinctive brand attribution. Building on the "Relax" campaign's success, I led the design system evolution for "Make it a Vrbo"—creating a flexible system that scales across all touchpoints.
I developed motion principles including intuitive physics, kinetic typography that flows like human conversation, and signature graphic devices like blocking and framing. This created unmistakably bold, playful brand experiences that solved the attribution challenge while amplifying Vrbo's distinctive market presence.
Vrbo's 2024 rebrand established a playful, premium personality but lacked distinctive brand attribution. Building on the "Relax" campaign's success, I led the design system evolution for "Make it a Vrbo"—creating a flexible system that scales across all touchpoints.
I developed motion principles including intuitive physics, kinetic typography that flows like human conversation, and signature graphic devices like blocking and framing. This created unmistakably bold, playful brand experiences that solved the attribution challenge while amplifying Vrbo's distinctive market presence.
Motion That Captures Joy
Motion That Captures Joy
I developed motion behaviours that translate physical vacation memories into digital highlights, ensuring every interaction captures the joy of the moments themselves. This cohesive suite of behaviours brings thoughtful playfulness to every customer touchpoint and experience.
I developed motion behaviours that translate physical vacation memories into digital highlights, ensuring every interaction captures the joy of the moments themselves. This cohesive suite of behaviours brings thoughtful playfulness to every customer touchpoint and experience.
From Digital to Physical
From Digital to Physical
I built brand equity across all touchpoints by developing a comprehensive brand system that spanned from UI splash pages to large-scale installations at Penn Station and JFK Airport.
Working with logo patterns, typography, color palettes, and photography, I created impactful brand experiences that embodied Vrbo's bold, playful personality at every interaction point.
I built brand equity across all touchpoints by developing a comprehensive brand system that spanned from UI splash pages to large-scale installations at Penn Station and JFK Airport.
Working with logo patterns, typography, color palettes, and photography, I created impactful brand experiences that embodied Vrbo's bold, playful personality at every interaction point.
Scaling the system
Scaling the system
We positioned Vrbo against Airbnb through a bold campaign across seven metropolitan markets, producing over 200 bespoke assets that challenged industry assumptions and sparked widespread dialogue.
The campaign's impact was undeniable: front-page Wall Street Journal coverage and social media engagement from Airbnb CEO Brian Chesky, who posted our billboard to his story with a laughing emoji—proof of the campaign's cultural resonance and competitive edge.
We positioned Vrbo against Airbnb through a bold campaign across seven metropolitan markets, producing over 200 bespoke assets that challenged industry assumptions and sparked widespread dialogue.
The campaign's impact was undeniable: front-page Wall Street Journal coverage and social media engagement from Airbnb CEO Brian Chesky, who posted our billboard to his story with a laughing emoji—proof of the campaign's cultural resonance and competitive edge.
