TUI
Role
Digital artworker
Date
2022 - 2023
Project Type
Social media campaign
A data-driven social media campaign by Precis Digital for TUI, the global travel and tourism company. As a digital artworker, I played a pivotal role in creating and executing the campaign across four key markets, using detailed persona insights to guide asset development. These insights enabled the creative team to tailor content to specific audience needs, developing two distinct ‘vacation styles’, designed to resonate with different traveller types. This approach allowed us to deliver more personalised, engaging content that aligned with user motivations and boosted overall campaign performance.
Brief
To create a data-driven social media campaign tailored to four Nordic markets. Three motion formats to be built around persona insights to reflect the travel preferences of two distinct audience groups.
Goal
To deliver engaging, localised video assets across multiple formats and languages with a focus on personalisation to promote conversion, whilst maintaining brand consistency, emotional resonance and accessibility.
My Focus
To adapt and localise motion assets for each market and format, ensuring visual clarity, legibility and alignment with persona-driven messaging across all deliverables.
Challenge
The core challenge was in preserving legibility, clarity and visual harmony across multiple languages and formats, without compromising the brand’s tone or emotional resonance. With longer character counts in some languages (particularly Finnish), maintaining accessibility and clean visual structure became a central focus in the localisation process.
Persona-Driven Approach
The campaign strategy was grounded in detailed persona research, identifying two primary traveller types: one seeking adventure and spontaneity, the other prioritising relaxation and ease. These personas influenced everything from visual tone to copy choices, resulting in two distinct “vacation style” content directions.
My role was to ensure each asset reflected the emotional and informational needs of these personas, even as content shifted across languages and formats.
Process and Collaboration
Briefing & Onboarding:
I was onboarded to the TUI brand guidelines and campaign goals, with guidance from the design lead and motion designer.
Master Asset Adaptation:
Using the motion designer’s After Effects master file, I reformatted assets into three social media (Meta) formats for each market.
Localisation:
I adapted layouts and timings to accommodate translated text for Sweden, Norway, Denmark and Finland.
Feedback Loops:
I maintained a strong feedback loop with the motion designer and copywriter, frequently consulting on solutions to maintain balance and smoothness in the motion while meeting localisation needs. In some cases, we looped back to the individual market with proposed iterations to achieve optimal visual balance.
Accessibility & Visual Design
As the translated text lengths varied, I focused on maintaining legibility and visual balance, adapting layout spacing, font sizing and animation pacing without breaking brand consistency to ensure accessible, on-brand design across languages, requiring a deep understanding of visual hierarchy and type treatment within creative assets.
Visual accessibility in motion content requires balancing usability, readability and brand aesthetic within multi-market delivery.
Tools and Methods
After Effects - Reformatting and timing animation for localised copy.
Adobe XD - Layout review and localisation quality checks.
Feedback cycles - Collaborating with the design lead, motion designer and copywriter for iterations.
Persona alignment - Ensuring tone, layout and motion pacing reflected audience needs.
Impact
The campaign successfully scaled across all four markets, with creative content tailored to resonate with diverse user preferences. Persona-based messaging ensured that the creative assets and messaging felt relevant and engaging to their targeted audiences, while careful attention to visual design and localisation contributed to maintaining brand identity and user experience quality.
This project strengthened my ability to balance design principles with functionality. I learned how even small adjustments in localisation can significantly impact the viewer’s perception of motion content, particularly around accessibility and readability. The importance of collaborative iteration was of great importance. Maintaining open communication within the creative team and client market teams was key to refining the final assets for clarity, performance and persona relevance.