With the return of travel and the company emerging as one global brand, TUI's ambition is to shift the business forward beyond traditional holidays to become a modern leisure experience provider.
They needed a bold shift in their identity and to shed outdated perceptions to reflect a richer offer, reach a wider audience, and bring consistency across communications.
We got to know the TUI family and what makes them special. Their kindness and passion for the brand was contagious. Everybody seemed to embody the same positive energy wherever they were in the world - something we had to highlight in the brand.
We helped TUI bring their new purpose to life - ‘to create the moments that make life richer’ - re-imagining their core assets to move beyond the static smile and create a brand that feels alive, bringing that positive energy holistically everywhere it goes.
We developed a complete design system for marketing, from OOH, to online banners, and TVC end-frames that expresses the smile in different ways, introducing a radiant effect that ripples across the brand.
We refreshed TUI's colour palette to be simpler and more vibrant on screen, and introduced a new typeface to reflect their unique personality.
Inspired by the bold curves found in the TUI smile, we developed a fun and friendly illustration style that informed the graphic language, motion and UI elements.
With a complementary tone of voice and art direction that inspires joy, wonder and excitement, the brand has all the tools to surface rich, personal moments unique to each experience.
The outcome feels fun, flexible and digitally friendly. In the process, we managed to bottle up TUI’s positive energy which has always been a key part of their success.
Their new identity is being rolled out globally ensuring consistency in all markets, from marketing campaigns, to online platforms, apps and more.