Editorial, Campaign
CASE STUDY
TRAVL: Editorial & Multi-Channel Campaign Design
Project Type: Self-Initiated Editorial & Advertising Design
Tools Used: Pencil and paper, Figma, Procreate, Artboard Studio, Mockups-Design.com
Deliverables: Double-Page Magazine Spread, Integrated Ad Campaign (OOH, Social, Display)
Project Overview
Driven by a desire to explore print editorial imagery and large-scale campaign logic, I conceptualized and illustrated a double-page magazine spread based on a self-authored article about post-pandemic group travel.
I extended the core concept into a comprehensive, multi-channel advertising campaign for a fictional millennial travel brand called TRAVL. The final deliverables demonstrate how a hand-drawn, storytelling illustration style can seamlessly scale across out-of-home (OOH) media, social channels, and web display ads.
Editorial Design & Conceptual Process
The Challenge
The editorial brief centered on the post-pandemic resurgence of in-person group travel. My core design challenge was to visually capture the joy of shared physical space.
Visual Brainstorming
Every project begins the same way—with extensive visual brainstorming in my sketchbooks. Early on, I rejected strict panels and grids, which felt too confining and reminiscent of pandemic isolation.
Tactile Prototyping
I wanted an eye-catching visual near the title to hook the reader immediately. I anchored my concept on the central metaphor of a group of friends gathered around an oversized smartphone, treating it like a table for a shared meal.
Designing around a silhouette of this focal image, I printed the layout at scale to sketch directly on paper.
Iterating on the Narrative
For the secondary imagery, I focused on specific locations while intentionally avoiding gendered travel tropes (like a women's wine trip or a men's golf outing). Initially, the content organized into three distinct destination vignettes: camping, a beach resort, and a ski cabin.
As the work progressed, the true focal point emerged: the universal experiences friends share, regardless of location.
With this clarity, I consolidated the separate destinations into a single, cohesive visual. By focusing on shared moments—laughing, taking photos, and splitting snacks—the narrative shifted from where they went to how they connected. This pivot made the final imagery universally relatable.
Refinement & Execution
Moving from paper to pixels, I used Procreate to digitally draw and refine the final illustrations.
Next, I built the final magazine layout in Figma. I used custom spot illustrations to break up large typographic blocks and balance the negative space.
The final color palette was selected to feel adventurous and playful, yet commercially polished.
Campaign Extension
Pairing clean, bold type with a vibrant color strategy, I used the tagline "Take the friend trip out of the group chat" to develop a multi-channel advertising campaign for TRAVL, a fictional travel company helping millennials book IRL group trips.
Adapting the editorial imagery, I used Artboard Studio and Mockups Design to visualize the campaign in real life contexts, including billboards and bus shelters, as well as digital touchpoints like social media and web display ads.
