Pitching the animated spot that seeded TripIt's rebrand
An animated commercial that showed how TripIt makes travel easier, and became the proof of concept for its visual brand system.
- Company
- TripIt (SAP Concur)
- Role
- Head of Brand Design
- Scope
- Brand strategy
- Creative direction
- Concept development
- Agency partnership
Brief
TripIt needed a commercial that brought the product’s value to life for travelers. I saw a chance to meet that need while testing a visual approach that could give the brand a more flexible, consistent way to tell its story.
Challenge
TripIt’s marketing leaned on product screenshots, customer testimonials and destination imagery, with no clear story connecting them. The budget couldn’t cover actors, locations or a film crew. Animation offered more room to tell that story, but it was new territory for TripIt and needed stakeholder buy-in.
Solution
I pitched animation as the way to show many travel moments within the budget, won stakeholder support, and worked with an agency to build the spot around the traveler’s journey: planning, getting underway and the trip itself. Each stage tied a feature to a real travel need. The spot also became a proof of concept, giving stakeholders a concrete example that built support for the illustration style at the heart of the rebrand.
