The Travel Leaders Group approached our team with a challenge: their Distinctive Voyages program—an incentive-driven offering for agents selling luxury cruises—was losing traction. The brochure, which listed exclusive sailings and suppliers, felt outdated and lacked the appeal needed to engage high-end travel professionals.

As the lead senior designer, I was tasked with revitalizing the brochure to reflect the premium nature of the program. To solve this, I led a complete redesign, which included:

• Updating the format by changing the size, paper weight, and overall layout for a more elevated, tactile experience

• Introducing lifestyle-driven content and imagery to shift the tone from catalog to luxury magazine

• Adding editorial-style articles, including a featured cruise host spotlight, to inspire and engage readers

The refreshed design was a standout at the Travel Leaders Group International Conference, where it received overwhelmingly positive feedback from travel agents. Due to its success, the same visual direction was adopted for the future issues, establishing a new standard for Distinctive Voyages collateral.