Social Media

TravelTodo Campaign

Travel brand social and outdoor campaign visuals for seasonal promotion.

TravelTodo needed one campaign look across billboard, poster, and Instagram. Without a system, outdoor and social would read as separate brands.

The brief

Seasonal travel promotion: large-format outdoor mockup, print poster, and feed assets. Emphasis on destination photography with a consistent type and color frame.

The approach

One master layout grid: headline zone, image window, logo lockup, CTA bar. The same grid scales from billboard proportion to square social. Mockups were used to sell the concept before print spend.

Outcome

Unified campaign look across OOH, poster, and Instagram. Client could approve one system instead of three separate designs.

Trade-off

Using one master grid across every format made client approval fast and kept the campaign coherent, but a billboard read at highway speed and a square Instagram post viewed up close don't actually have the same design needs, the shared grid meant neither format was pushed to fully exploit its own strengths.

What I'd do differently

I'd bring format-specific crops into the client review earlier instead of scaling one approved layout across every size, a billboard can carry one bold statement; a feed post can carry more detail. Treating them identically left some value on the table in both directions.

Tools: Photoshop, Illustrator · Full set: Behance