TUI redesign 2021
Ambit in use for TUI, the largest leisure, travel and tourism company in the world. From international branding agency Design Studio:
We helped TUI bring their new purpose to life – ‘to create the moments that make life richer’ – re-imagining their core assets to move beyond the static smile and create a brand that feels alive, bringing that positive energy holistically everywhere it goes.
We developed a complete design system for marketing, from OOH, to online banners, and TVC end-frames that expresses the smile in different ways, introducing a radiant effect that ripples across the brand. We refreshed TUI’s colour palette to be simpler and more vibrant on screen, and introduced a new typeface to reflect their unique personality.
Inspired by the bold curves found in the TUI smile, we developed a fun and friendly illustration style that informed the graphic language, motion and UI elements. With a complementary tone of voice and art direction that inspires joy, wonder and excitement, the brand has all the tools to surface rich, personal moments unique to each experience.
The outcome feels fun, flexible and digitally friendly. In the process, we managed to bottle up TUI’s positive energy which has always been a key part of their success. Their new identity is being rolled out globally ensuring consistency in all markets, from marketing campaigns, to online platforms, apps and more.
