My Graphic Design Studio 3: Layout class was centered on creating a comprehensive marketing campaign for a travel agency. The objective was to select a destination and develop compelling content to attract potential travelers. As part of this, we created target personas to tailor our messaging. For my campaign, I researched Slovenia’s target audiences and utilized published personas from the Slovenian Tourist Board to craft an informed, data-driven persona.
I developed detailed marketing briefs for each segment of the project that incorporated research on locations, factual information, image sourcing, and branding materials. I created a mood board that reflected the desired tone and message to guide the visual direction. I chose to emphasize Slovenia’s luxury appeal and targeted individuals who appreciate both adventure and relaxation. The persona represented middle-class professionals who prioritize personal health and well-being.
Slovenia’s diverse landscape featuring mountains, lakes, and forests inspired my color palette. The greens represent the various shades of tree leaves, the reds reflect autumn foliage, and the aqua captures the lighter hues of water. Green was the primary color to align with Slovenia’s official website and symbolize its abundant forests.
The final deliverables included postcards, rack cards, posters, and a travel brochure, which each highlighted four key locations: Piran, Lipica, Lake Bled, and Ljubljana. These materials aimed to evoke the feeling of untamed nature combined with luxurious experiences.
I designed a campaign logo for the posters that complemented Slovenia’s official tourist logo. The campaign focused on the contrast and harmony between city life and nature by showcasing the country’s diverse attractions. Slovenia is not a place where you can visit just one town; each region offers its own unique culture and picturesque scenery. My campaign’s central message invited travelers to explore Slovenia’s rich cultural diversity, whether in urban settings or natural landscapes, emphasizing it as a destination for relaxation and authentic experiences.
