As the leading travel deals website in Europe, Secret Escapes is a household name in the UK. The rapid growth and success of the business came from its ability to evolve and scale quickly. However with rapid growth it can be very difficult to maintain brand consistency and sensible design processes.
My brief was to unify the design across all channels, both to strengthen Secret Escapes brand recognition and to enable higher quality consistent output across departments. This was no small task, and it required deep collaboration with all designers to ensure agreement and consistency.
With a focus firmly set on accessibility and UX, we began with the foundations; the brand typography and colours had to be updated with a better consideration of where and how they will be used. Moving to Source Serif Pro and Source Sans Pro meant that we maintain the contrast of font styles that users are familiar with, but now have a font family that's designed to work well together. Legibility of copy was of most importance so colour contrast and type scale were improved and documented.
A comprehensive design system was produced which could be used across the product, marketing and media teams. This included starter marketing templates including display advertising, CRM campaigns, campaign microsites and social media.
