C l i e n t — d e s i g n a t e ( f o r m a g i c b r e a k s )
w h a t t h e y d o — MagicBreaks is a UK travel company specialising in Disney holidays, short breaks and family travel experiences. The brand offers tailored holiday packages, accommodation and ticket options, helping customers plan memorable trips to destinations across the UK, Europe and beyond.
o v e r v i e w —
Commissioned by Designate, I developed a refreshed visual identity and campaign rollout for MagicBreaks. The aim was to evolve the brand into a more contemporary and versatile identity, maintaining its established connection with Disney holidays while supporting the company's broader range of travel offerings.
D E L I V E R A B L E S —
Brand Refresh . Campaign Design . Art Direction . Print Design . Digital Design . Marketing Collateral
c h a l l e n g e —
The challenge was to refresh the MagicBreaks brand, creating a more contemporary visual identity while retaining the familiarity and trust associated with the company's established reputation. As a leading provider of Disney holidays alongside a wider range of travel experiences, the refreshed identity needed to appeal to both existing customers and new audiences.
The new visual direction had to balance a sense of fun and excitement with a more modern, versatile aesthetic. It also needed to work consistently across a wide range of campaign assets, from digital marketing and social media to print materials and promotional communications, creating a cohesive brand experience across every touchpoint.
r e s e a r c h a n d i n s p i r a t i o n —
The existing MagicBreaks identity was reviewed to identify opportunities for modernisation while retaining key brand recognition. Research into competitor travel brands, current design trends and the MagicBreaks audience informed a more contemporary visual direction. A core requirement was to preserve the iconic star motif, reinterpreting it in a way that felt fresh, distinctive and adaptable across the wider campaign.
Research explored competitor travel brands, vintage travel posters, historical travel documents and advertising to better understand the visual language of the travel industry. I also investigated typography, colour palettes, illustrative styles and the use of imagery, using these insights to develop a refreshed identity that felt contemporary while capturing the sense of adventure, excitement and escapism associated with travel.
c o n c e p t d e v e l o p m e n t —
r o u t e o n e — Inspired by vintage travel posters, this concept paired a bold, rounded typeface with playful star motifs to create a modern yet nostalgic identity. The typography subtly referenced the character of classic Disney branding, while the curved strapline evoked the idea of a travel route, reinforcing the excitement and adventure behind every MagicBreaks holiday.
r o u t e t w o — This concept explored a bold, rounded typographic direction that gave the brand a confident yet approachable personality. The retained star motif was integrated into the wordmark, creating a simple focal point while preserving a connection to the existing MagicBreaks identity. The result was a modern, impactful logo with the flexibility to adapt across a wide range of campaign applications.
r o u t e t h r e e — The third concept took inspiration from classic travel luggage labels and vintage signage, using a tall condensed typeface to create a bold, confident identity. Retaining the recognisable star motif above the 'i', this direction captured a sense of heritage and adventure while offering a distinctive, impactful brand presence.
f i n a l i d e n t i t y —
The final identity evolved from the bold typographic concepts into a more flexible brand system. While the rounded display type brought confidence and personality to campaign messaging, it became clear that the logo required a simpler, more scalable solution for use across a wide range of applications.
The star motif was refined into a standalone symbol, creating a distinctive brand mark that retained a visual connection to the original MagicBreaks identity while feeling cleaner and more contemporary. Paired with a modern sans-serif wordmark, the final logo balanced warmth, clarity and versatility, allowing it to work confidently across digital, print and large-scale campaign assets. The bold display typography was retained as a complementary headline style, giving the brand an expressive voice while ensuring consistency throughout the wider visual identity.
The final identity transformed the iconic star into a flexible brand mark, supported by a bold typographic system.
c o l o u r p a l e t t e — The colour palette balances vibrant primary colours with softer supporting tones, creating a fresh and energetic identity that reflects adventure, optimism and the excitement of travel while remaining flexible across a range of campaign applications.
t y p o g r a p h y — A carefully selected typographic system gave the refreshed brand both personality and flexibility. The custom logotype font created a bold, memorable identity, while the chunky display type added impact to campaign headlines and promotional messaging. A handwritten script introduced a personal, aspirational feel to straplines, and a clean supporting typeface ensured body copy remained clear and easy to read across both print and digital applications.
d e v i c e — The refined star extends beyond the logo, becoming a flexible graphic device that can be scaled, repeated and animated across campaign materials. This creates a consistent visual thread throughout the brand while reinforcing recognition at every touchpoint.
