In 2019-2020, CheapTickets kicked off a brand-new vibe—targeting college students and recent grads looking for budget-friendly travel with a style that felt fresh, light, and adventurous.

This 18-24 audience resonated with me because it’s the moment you taste independence for the first time—the world feels like a blank canvas, and you’re ready to dive in.

I helped shape the brand’s bold new spirit, which we called “Happy Grit”—showing travel as part of who you are, not just something you do.

A key differentiator in this visual strategy? Creating something ownable for the brand: photography meets illustration. We called them “doodles”—activating photos with playful graphics that bent the rules of traditional visual identity.