Destination Health

Travel health marketing that traded fear for savvy — turning an unbranded platform into a documented driver of vaccine consideration.

client
Emergent BioSolutions

role
Creative Director, Designer

deliverables
Social Contest Campaign · Brand Identity & Style Guide · TravelHealthConnect.com Redesign · Social, Email & SMS Creative · Newsletter · Branded Mini-Site & Brochures

agency
Eveo (Capgemini Invent)

Client input:
connect with our community and drive vaccine sales

Emergent BioSolutions needed its unbranded travel health platform, TravelHealthConnect.com, to do real commercial work: build an audience of international travelers, earn their trust, and create a credible pathway from awareness to the company’s branded travel vaccines. The obstacle was the category itself — travel health marketing defaults to disease fear, which travelers tune out, and consumers are skeptical of pharma companies bearing warnings. The campaign had to start a health conversation with people who wake up excited about their destination, not worried about typhoid.

Translation

The key decision was to celebrate rather than warn. Instead of positioning vaccines as protection from danger, we positioned travel health as a mark of the savvy, experienced traveler — smart habits worth showing off. That insight became “Destination Healthy,” a Facebook and Instagram contest inviting travelers to submit their best travel health tips for a chance to win a six-night trip overseas, supported by weekly email and SMS touches, community voting, and paid social targeting travel enthusiasts.

The engagement was structured in three phases so each could earn the next: build traffic and community around the contest; rebrand the platform and its content to hold the new audience — I created the brand identity, design system, and style guide, designed the homepage, and art-directed the site, with a teal, gold, and coral palette that evoked tropical destinations while keeping clinical credibility; then shorten the path to consideration by designing a direct route to the branded vaccine page and integrating live CDC and WHO outbreak feeds, which made the platform a genuinely useful resource rather than a brochure.

Mid-engagement, when the project was at risk, I stepped in to lead the client relationship directly — rebuilding trust through open communication and a strategic presentation pairing creative progress with projected ROI, which secured continued investment and an expanded scope.

Concept

Bring back souvenirs,
not typhoid fever

Humor as an entry point to health education.

Work

Campaign Visual System

Identity system balancing destination excitement with clinical credibility.

A branding style guide page showing logo colors, color palette, and visual elements for "Travel + Health Connect". The logo features the words "Travel" in red, "+" in orange, and "Connect" in teal with a small airplane icon. The color palette includes teal, gold, red, black, gray, white, and green, with their respective color codes and hex values. The page also displays gradients for single color and duotone colors.
A branding style guide page showing logo colors, color palette, and visual elements for "Travel + Health Connect". The logo features the words "Travel" in red, "+" in orange, and "Connect" in teal with a small airplane icon. The color palette includes teal, gold, red, black, gray, white, and green, with their respective color codes and hex values. The page also displays gradients for single color and duotone colors.

TYPOGRAPHY

Comparison of two style guides showing different typographies, fonts, and style elements for branding and visual communication.

PHOTOGRAPHY

A collage of scenes including a woman crossing a bamboo bridge in a forest, yellow pastries, a girl sitting on a bamboo raft in a river, a woman eating food with chopsticks, a woman holding a jackfruit, a market stall with bowls of ingredients, a woman smiling with bananas on her head, and a colorful festival with fireworks.

Phase 1: Building Community

CONTEST

Computer screen displaying a travel health tip contest with a sunset background, and a person holding a tablet showing a poll about travel tips with various images and votes.

NEW PAGES FOR SITE AND PAID DIGITAL ADS

A collage of digital travel advertisements showcasing various destinations including the Dominican Republic, India, Philippines, Thailand, and travel tips contests with vibrant images of landmarks, sunset and nature scenes, and promotional text.

Phase 2: Rebranded Site

Before

Emergent BioSolutions Before
Emergent BioSolutions Before

After

Emergent BioSolutions After
Emergent BioSolutions After

SOCIAL POSTS

Game formats drove sharing and repeat engagement.

Digital graphic with orange background showing the question "Cool or Cholera Risk?" and three options: ice, unpeeled carrots, and fruit juice, each represented by a circular photo with labels underneath. The prompt asks "Which do you choose?"
Digital graphic with orange background showing the question "Cool or Cholera Risk?" and three options: ice, unpeeled carrots, and fruit juice, each represented by a circular photo with labels underneath. The prompt asks "Which do you choose?"
A panda resting on a tree branch with text overlay that says, 'Go here for a dose of cuteness in China. Giant Panda Sanctuary, Chengdu, China.'
A panda resting on a tree branch with text overlay that says, 'Go here for a dose of cuteness in China. Giant Panda Sanctuary, Chengdu, China.'
Illustration of a woman in traditional Mexican dress with flowers in her hair, holding out her dress, with text reading 'Felicia's Faves' and a small airplane icon on a blue background.
Illustration of a woman in traditional Mexican dress with flowers in her hair, holding out her dress, with text reading 'Felicia's Faves' and a small airplane icon on a blue background.
Red background with white text titled "Travel Scramble" and a subtitle asking "How fast can you unscramble these travel health words?" The image displays six scrambled words: USRNIXOE, INEAILR, AGulegg, LAVETR, HELHTA, VROEASES.
Red background with white text titled "Travel Scramble" and a subtitle asking "How fast can you unscramble these travel health words?" The image displays six scrambled words: USRNIXOE, INEAILR, AGulegg, LAVETR, HELHTA, VROEASES.

GUIDE

ADS AND EMAIL CAMPAIGNS

Emails drove traffic to site and provided helpful travel content.

Phase 3: Pathway from Unbranded Community to Branded Vaccine Consideration

BRANDED MINI SITE

Travel health information brochures for cholera vaccine and typhoid vaccine, featuring images of a woman eating and two people preparing food, with maps and iconography about disease prevention.
Travel health information brochures for cholera vaccine and typhoid vaccine, featuring images of a woman eating and two people preparing food, with maps and iconography about disease prevention.

BRANDED BROCHURES

A split poster promoting travel health vaccines. The left side shows a woman smiling at a market while eating noodles, with a blue background and text about cholera vaccines. The right side shows a woman holding a plate of food, smiling, with a green background and text about typhoid vaccine prevention.

NEWSLETTER

The webpage titled 'Explorations' featuring a plane flying over colorful clouds at sunset or sunrise, with menu options for diseases, destinations, tips, resources, and about, and a red banner at the top that reads 'Read the premier issue of Explorations here'.
The webpage titled 'Explorations' featuring a plane flying over colorful clouds at sunset or sunrise, with menu options for diseases, destinations, tips, resources, and about, and a red banner at the top that reads 'Read the premier issue of Explorations here'.
A plate of Asian food with rice, vegetables, chicken satay, and sauces, placed on a large green banana leaf on a basket tray.
A plate of Asian food with rice, vegetables, chicken satay, and sauces, placed on a large green banana leaf on a basket tray.
Collage of five travel destination images: an ancient arched gateway at sunrise, elephants and monks in a jungle, a toucan bird on a branch, a woman harvesting red pom-poms, a tropical beach with palm trees and a pool, and giraffes in the savannah.
Collage of five travel destination images: an ancient arched gateway at sunrise, elephants and monks in a jungle, a toucan bird on a branch, a woman harvesting red pom-poms, a tropical beach with palm trees and a pool, and giraffes in the savannah.

Outcome

Travelers don’t wake up thinking about typhoid vaccines — they wake up excited about their destination. Meeting that mindset, rather than correcting it, is what created a natural entry point to the health conversation, and it’s the same principle I bring to every regulated-category campaign: the audience's frame first, the product’s message second.

$2M+

SCOPE EXPANSION EARNED
THROUGH CLIENT RELATIONSHIP LEADERSHIP

4.6M

IMPRESSIONS DELIVERED

43%

INCREASE IN
VACCINE SALES

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