Digital rebrand & funnel optimization
Always-on
Short overview
For the Transavia rebrand, we translated their new visual identity into a strategic digital-first ecosystem, built around optimizing their always-on digital advertising for both flights and holiday packages.
While the new visual identity guidelines and core brand assets were provided by the client, our role focused on shaping and directing the full digital rollout across display and social media. The goal was to generate strong awareness and guide audiences towards engagement and consideration through a cohesive and optimized funnel.
Client
Transavia - Ongoing
Role
Creative Lead
Team
1 Creative Lead, 1 Designer, 1 Developer
Old design
Intro frame
Rebrand
Intro frame
Endframe
Endframe
The challenge
The rebrand required adapting existing creatives and adding new ones to communicate various Transavia offerings (flights, holiday packages, single vs. multiple destinations) while adhering to the new visual identity. This meant maintaining brand recognition and optimizing for different funnel stages (prospecting vs. retargeting).
Creative Direction
This campaign translated the new visual identity into a dynamic visual framework for all digital advertising. This included defining consistent approaches for:
Logo usage: e.g., the ‘t’ as a connector between imagery and graphic elements.
Integrating photography with readable copy placed on color blocks.
Implementing an information grid for clear hierarchy of pricing and destinations.
A core principle was the strategic differentiation between prospecting (inspiration and new interest) and retargeting (direct and conversion-focused).
My role focused on defining the visual framework across display and social channels, specifically:
Clear hierarchy and readability for key information through the consistent application of the new information grid.
Adaptations for various display and social formats, accounting for platform overlays and ensuring visual consistency across all these creatives.
Strategic differentiation between prospecting and retargeting ads to ensure a seamless user journey across the full funnel.
Prospecting - Holidays package
Retargeting - Holidays package
Execution & collaboration
As the designated Creative Lead for this rebrand, I guided a team of another Creative Lead, a designer and a developer, overseeing creative adaptations for all platforms.
While I drove our digital creative vision, I collaborated with another Creative Lead on the broader campaign strategy to ensure consistent branding. My role encompassed visual direction, platform alignment, and providing structured feedback.
Funnel Structure
We structured the digital rollout (display and social) to align with the customer journey, differentiating by funnel stage:
Prospecting: Creatives that inspired interest, showcasing destinations and brand messages with engaging visuals.
Retargeting: Optimized ads for direct conversion, presenting specific offers and pricing with a clear call-to-action: “book now”.
We translated the new visual identity and optimization goals into a layered, visually consistent strategy for both flights and holiday packages.
Dynamic & animated display
We used animation and dynamic elements across display and social to create engaging and relevant ads. This was crucial for both inspiring new interest and presenting clear offers. A good example of this was the ‘t’ logo, which seamlessly connected the intro frames (sparking curiosity) to the outro frames (highlighting the offers), guiding the viewer through the ad.
Tickets - Multiple destinations
Tickets - Single destination
Holidays
Impact
The Transavia rebrand campaign delivered a cohesive, multi-channel digital advertising experience. We successfully merged the refreshed brand identity with an updated online strategy across the full marketing funnel. Final performance results are pending.
Reflection
I’d hoped this rebrand would occur with our planned, fully optimized holistic funnel strategy. Due to time demands, we had to adapt current structures to the new identity, leaving little opportunity for further strategy optimizations.