To establish a clear direction for the Art Pursuits Abroad brand identity, I carried out focused research into the market, audience expectations, and how premium art and cultural travel brands present themselves.

What I explored:

• Audience insights — understanding who the travellers are, what motivates them, and what they expect from curated, art-led experiences.

• Current branding — reviewing the existing identity to identify gaps in tone, perceived quality, and consistency across touchpoints.

• Competitor landscape — analysing premium art, cultural, and specialist travel brands to see how they communicate quality, curation, and exclusivity.

• Internal and external insights — gathering input from internal stakeholders and reviewing customer feedback to identify priorities and opportunities for the brand.

Key Outcomes / Insights:

• The audience values authenticity, cultural depth, and curated experiences over mass-market travel.

• Competitor brands often rely on generic travel imagery and messaging, leaving an opportunity for a more art-led, editorial approach.

• Current branding was presented alongside other travel products (such as Crafting Holidays and Rail Holidays), which diluted the identity and made it harder for the brand to stand out as a premium, niche offering.

• Consistency and sophistication across all touchpoints are critical to building trust, recognition, and perceived quality.

These insights helped define the overall direction and priorities for the visual identity moving forward.