Lifting the smile of the world’s number one travel brand

Supported TUI’s shift to become a modern leisure experience provider
Built new visual identity assets that evolved the brand beyond the static smile
We continue to partner with TUI to define the future brand experience


With the return of travel post-pandemic, TUI had the ambition to shift the business beyond traditional holidays, and towards becoming a modern leisure experience provider. They needed a bold new identity to help shed old perceptions, reflect a richer offer, reach wider audiences and bring consistency across communications.


We spent time with TUI to discover what makes them special. We were inspired by their contagious kindness and passion. Across the organisation, everyone possessed the same positive energy, which we knew we needed to highlight in the brand.

We drew upon TUI’s new purpose - ‘to create the moments that make life richer’ - and built new core assets that moved beyond the static smile. This made the brand feel alive with inherent positive energy.

We developed a complete design system for marketing that spanned OOH, online banners, and TVC end-frames, all expressing the smile in different ways. We also created a radiant effect that ripples across the brand.

We made TUI’s colour palette more vibrant on screen and also introduced a new typeface to reflect the brand’s unique personality. Drawing inspiration from the bold curves of TUI’s smile, we developed a playful illustration style that informed the graphic language, motion and UI elements. Plus, a new tone of voice and art direction help to inspire wonder and joy. With all of these tools, the brand can better surface the rich moments unique to each experience.

“The creative output is always top notch and as a bunch of people, they’re a joy to work with. I’m so glad we approached DS to help us reinvigorate TUI. And it was no mean feat: refresh our rather traditional, staid image and help us step out as a modern travel brand.”

Christian torres
Global Head of Creative & Brand IDTUI Group


Our strategic and creative partnership with TUI continues to go from strength to strength. Together, we are defining the future of the brand across everything from strategy and architecture, new offers, visual identity, tone of voice, digital, motion, illustration and editorial.

Special thanks



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