Travel & Tourism

Voyages Jules Verne

Brochure DesignPrint CollateralTravel Marketing

Project Work

Visuals

The Problem

Voyages Jules Verne was a boutique travel specialist offering curated journeys to extraordinary destinations, yet their brochures looked indistinguishable from mass-market tour operators. Dense blocks of text, generic stock photography, and cluttered layouts failed to communicate the rarity and cultural depth of their itineraries. Prospective travellers could not feel the difference between a Jules Verne journey and a package holiday, and enquiry rates were flat despite a superior product.

Strategy

Elevate every piece of collateral into an object of desire. Position the brochure not as information, but as the first step of the journey — something a prospective traveller keeps on their coffee table and returns to. Use editorial design language borrowed from luxury magazines rather than travel catalogues, and let white space and typography do the selling.

Solution

Designed a large-format brochure system with generous white space, refined serif typography, and full-bleed destination photography treated with a consistent warm colour grade. Each itinerary spread opened with a atmospheric location portrait, followed by day-by-day storytelling presented as editorial features rather than bullet points. A dedicated "Journeys by Theme" section allowed travellers to browse by interest — archaeology, railways, gardens — rather than destination alone. The result was a tactile, collectable piece that felt like a departure in itself.

Marketing Law Applied

Law of the Ladder — In the crowded travel market, Voyages Jules Verne could not outspend the major operators on generic "holiday" keywords. Instead, they climbed a different ladder: the "curated cultural journey" ladder. By presenting their product as a premium editorial experience from the very first touchpoint, they occupied a rung the mass-market operators could never reach.