Contiki Brand
Guide lines

︎IDENTITY ︎CORPORATE

Contiki is a globally recognized leader in youth and group travel, offering expertly curated tours across multiple continents. With a vibrant brand that appeals to adventurous young travelers, Contiki’s presence spans numerous countries and departments, making consistent and cohesive brand communication essential.

While working at Contiki’s London headquarters, I led the creation of a comprehensive and detailed Brand Guidelines document aimed at unifying and streamlining brand execution across multiple offices, including the UK and Australia. Through in-depth interviews with each department and partner agencies, I identified key pain points such as inconsistent messaging, outdated design application, and fragmented user experience.

The Brand Guidelines manual was designed to cover essential elements including brand tone and voice, ethos and values, typography and type hierarchy, and color palettes with clear usage rules. It also detailed imagery style—encompassing photography direction and treatment—as well as logo usage with strict clear space requirements. Additionally, it outlined layout grids, spacing, and composition guidelines alongside strapline and messaging frameworks to ensure all brand communication was aligned and cohesive.

This thorough and strategic documentation created a solid framework that balanced necessary restrictions with creative freedom, enabling different teams to work within clear boundaries while still energizing their output.