EXPEDIA
Expedia: Editorial
& Partner Systems
Destination Storytelling Across Markets, Campaigns & Pitches
Turning destination stories, campaign strategy, and partnership ideas into clear visual systems.
Across Expedia E Studio, I developed editorial experiences and partner-facing presentation systems that turned complex travel stories into clear, flexible visual narratives. From destination campaigns spanning Portugal, Thailand, and Egypt to modular pitch systems for major partners, the work combined art direction, responsive design, visual storytelling, and structured communication across markets, audiences, and formats.
PROJECT DETAILS
Client: Expedia, Creative Team, Expedia E Studio
My Role: Senior Designer, Art Direction and Editorial Systems
Markets: United States, United Kingdom, France
Disciplines: Art Direction, Editorial Systems, Presentation Design, Responsive Design, Visual Storytelling
Editorial Systems Built to Flex
Destination storytelling needed to inspire travel while remaining useful.
Across multiple destinations and markets, I worked within a flexible editorial system built around immersive photography, disciplined typography, modular content, and responsive pacing. The structure could shift from cultural discovery and regional storytelling to expert guidance, maps, lodging, and trip planning without losing clarity or visual continuity.
Each destination could develop its own character while remaining unmistakably part of the same Expedia experience.
Portugal
Egypt
Thailand
One system across six regions
Six regions needed to feel individual while belonging to one editorial experience. A shared rhythm of image, story, and planning cues created continuity from Porto and Lisbon to Madeira and the Algarve.
Portugal
PORTUGAL
LIGHT.
RHYTHM.
REGION.
JOURNEY.
Contrast without chaos.
City energy, temples, islands, cuisine, wellness, maps, and travel planning were shared through a single responsive system across the US, UK, and Australia. Contrast between vivid imagery and quieter modules became the organizing principle.
Thailand
THAILAND
CONTRAST. ENERGY. DISCOVERY. ESCAPE.
Changing the expected picture.
The campaign expanded the familiar image of Egypt through Red Sea escapes, Nile journeys, local discoveries, landscapes, culture, and refined stays.
One editorial language carried the experience across US and UK audiences.
EGYPT
EGYPT
HISTORY. HORIZON. SURPRISE. POSSIBILITY.
From Story
to Action
The experience did not stop
at inspiration. The system connected
the story, utility, and action.
Portugal uses lodging to connect editorial discovery to choosing where to stay. Thailand connects storytelling with expert tips, maps, related stays, and booking paths. Egypt connects its editorial experience to trip search, maps, stay cards, tips, and article links.
Partner Storytelling
The proposal systems combine modular layouts, audience strategy, campaign mockups, data visualization, editorial concepts, messaging systems, and funnel thinking. The work was designed to help senior stakeholders understand how a strategic idea could become a real campaign experience.
A Modular Pitch Language
Adapted to Each Opportunity
Different destinations. Different audiences. Different objectives.
One approach: build a clear system, then give the story room to live.
DNDi 20th Anniversary
Global campaign celebrating two decades of scientific
progress through founder-led storytelling.