Vrbo Campaign Refresh
Vrbo Campaign Refresh
Senior Designer
Brand Design Team, Expedia Group
London, United Kingdom — 2025
○ Visual & Motion Design System
Senior Creative Designer
Brand Maker Studio, Snapchat
London, United Kingdom — 2022
○ Visual & Motion Design
Defining Vrbo's Visual Voice for 2025
Defining Vrbo's Visual Voice for 2025
Vrbo needed a flexible design system that could speak as boldly. I evolved the design system for the 2025 campaign refresh, creating type-driven executions that demonstrate authentic brand tone across all customer touchpoints.
Collaborating with copywriters, creative directors, and producers, I built cohesive motion principles that translate Vrbo's voice into seamless user experiences and campaign moments.
Vrbo needed a flexible design system that could speak as boldly. I evolved the design system for the 2025 campaign refresh, creating type-driven executions that demonstrate authentic brand tone across all customer touchpoints.
Collaborating with copywriters, creative directors, and producers, I built cohesive motion principles that translate Vrbo's voice into seamless user experiences and campaign moments.
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 playful, premium, and human—but lacked distinctive brand attribution. Building on the previous year's "Relax" campaign success, I led the evolution of the design system for "Make it a Vrbo" by manifesting core components into a flexible system that scales expression across multiple touchpoints.
I conceptualised and executed motion principles, including physics, patterns, and kinetic typography like human conversation, and graphic devices like blocking and framing to create bold and playful brand experiences.
Vrbo's 2024 rebrand established playful, premium, and human—but lacked distinctive brand attribution. Building on the previous year's "Relax" campaign success, I led the evolution of the design system for "Make it a Vrbo" by manifesting core components into a flexible system that scales expression across multiple touchpoints.
I conceptualised and executed motion principles, including physics, patterns, and kinetic typography like human conversation, and graphic devices like blocking and framing to create bold and playful brand experiences.
Motion That Captures Joy
Motion That Captures Joy
I created motion behaviours that translate physical memories into digital highlights—ensuring every interaction feels as joyful as the vacation moments themselves. My consistent suite of behaviours works thoughtfully across all touchpoints to bring playfulness into every customer experience.
I created motion behaviours that translate physical memories into digital highlights—ensuring every interaction feels as joyful as the vacation moments themselves. My consistent suite of behaviours works thoughtfully across all touchpoints to bring playfulness into every customer experience.
Scaling the system
Scaling the system
We demonstrated Vrbo's competitive advantages against Airbnb across seven metropolitan markets through a comprehensive campaign that challenged industry assumptions. The initiative produced over 200 bespoke digital and print assets, generating significant media attention and industry response.
The campaign achieved notable recognition, including front-page coverage in the Wall Street Journal and social media engagement from Brian Chesky(He posted our billboard to his story with a laughing emoji.)
We demonstrated Vrbo's competitive advantages against Airbnb across seven metropolitan markets through a comprehensive campaign that challenged industry assumptions. The initiative produced over 200 bespoke digital and print assets, generating significant media attention and industry response.
The campaign achieved notable recognition, including front-page coverage in the Wall Street Journal and social media engagement from Brian Chesky(He posted our billboard to his story with a laughing emoji.)
