Project Background

As head of the creative brand team at SAP Concur’s travel product TripIt, I led the redesign of their visual brand.

My role was as project lead to define the new brand style and approach. I ensure consistency of our new brand style across all of our marketing channels. I was also responsible for leading all of our team brainstorms

In the world of apps, having a birthdate of 2006 made TripIt practically a dinosaur. TripIt had grown a great deal over its 13 years, but its visual brand had unfortunately not grown and evolved with it. I knew our brand needed to better communicate the value TripIt provides to its users. I also knew that we needed a more creative way to communicate that than by using stock photos or product screenshots.

Project Approach

To accomplish this, we saw an opportunity to utilize illustrations in our brand to accomplish these goals. Illustrations would provide us much more flexibility and creativity in how we visually communicate the benefits and functionality of complex technical product like TripIt. It allowed us to capture individual moments (receiving a flight alert, getting through security) as well as also be able to pull back and illustrate the complexity of a trip as a whole (all your travel plans, every stage of your trip).

In short, our new illustrative brand allowed us to make the technically complex simple, while also being more personable and better able to communicate the benefits of our product in a more authentic, clear way.

Examples of our Illustrative Brand

With this example, I wanted a simple and creative way to show how TripIt can break through the chaos of organizing your travel plans and neatly organize them in one place. TripIt has much more to offer, but how we organize and simplify travel is an important first step. 

Once we were able to connect users with the core functionality that TripIt offers, I next wanted a creative way to show how TripIt Pro (the premium version of TripIt) can help travelers at every stage of their trip—from planning to landing. It was important for our brand to have a way to show the whole picture, instead of just dealing with individual situations during a trip.

Even though we wanted to pull back and show you the bigger picture, we also wanted to be able to pull in close and show specific situations during a users trip where TripIt will help them better navigate through their plans and get to where they need to be.


Art Direction
Creative Leadership
Project Management
Web Design
Strategic Planning
Digital Animation

My Work