Project
Marketing collateral
Butterfield & Robinson
contributors
Creative strategy
Art direction
Design:
Judith Lacerte
Design:
Judith Lacerte
Project
At Butterfield & Robinson, travel isn’t just about seeing the world—it’s about feeling it. For over 50 years, they’ve been handcrafting journeys that go well beyond the expected, with slow moments, rich stories, and rare access woven into everyday. Whether biking through vineyard-draped hills or sharing a meal with locals in a tucked-away trattoria, their trips are built around connection, culture, and a deep love of the less-travelled road.
Brief
Lead the creative development and execution of a suite of marketing assets that reflect the distinctive character and elevated experience of a B&R journey. Responsibilities included defining the visual direction, art directing print and digital campaigns, designing travel communications material and apparel, and collaborating with internal teams and vendors to ensure consistency across all touchpoints.
Design Strategy
The creative strategy centered on crafting a visual narrative that exudes richness, emotion, and awe—qualities synonymous with the B&R experience. Using a language of texture, tone, and refined restraint, the designs were intended to evoke the feeling of a sun-warmed stone terrace in Tuscany, the hush of a Provençal lavender field, or the electric energy of a Tokyo street at dusk.
Photography was curated for its ability to transport, inviting the viewer to feel part of the moment rather than merely observe it. Typography was selected for elegance and clarity, while layouts were designed with breathing room and a touch of the unexpected, mirroring the thoughtful cadence of a B&R itinerary.
Outcome
From luxury travel brochures with immersive imagery and tactile finishes, to advertisements that spark curiosity and convey quiet confidence, the resulting materials aligned with Butterfield & Robinson’s brand values and deepened emotional engagement with both new and returning travellers. Every piece was designed to reflect the same care, exclusivity, and sensorial richness found in every B&R journey—because for this audience, the experience begins well before departure.
