Go City
rebrand, design direction, marketing, communication design
Go City is the world’s largest multi-attraction pass business, dedicated to transforming the way people sightsee in over 30 destinations around the world. A rebrand kickstarted a comprehensive overhaul of all internal and external assets. As the only in-house Brand Designer, with the support of the SVP of Brand Marketing, I contributed to decision making on the new branding and worked cross-functionally to roll it out across global hubs by identifying team needs, defining artwork objectives, and revising creative strategy, all in one year. This overhaul included revamped and expanded in-city retail assets, revised trade marketing creative, CRM strategy and asset support, and the development of paid media campaigns, supporting the launch of the display and paid social channels.
Clean design supports the brand position as a premium product in the marketplace. For effective storytelling and a smooth customer journey, all design decisions reflect the brand pillars: save more, experience more, always easy.
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Standout project example: In-City Retail
Previous in-city sales marketing materials were detailed, complex, and overwhelming. Messaging was inconsistent, and didn’t showcase the depth and quality of attractions on the pass–a key selling point for customers.
Through in-depth analysis, I confirmed artwork objectives and identified missing assets, ultimately creating a collection of 9 print and digital assets to be deployed at scale.
By leveraging design principles and identifying scalable messaging priorities, I simplified creative, distilling complex brand propositions into scannable content. Attractions are at the forefront of creative.
Rack cards - new material