Overview

Withlocals is a global travel platform that connects travelers with local hosts for personalized experiences in cities around the world. As part of their continued growth, Withlocals required consistent and engaging visual content to support their digital communications and branded events.

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I was brought on as an external brand designer partner to support their ongoing design needs, developing branded visuals for digital and in-person initiatives. My role focused on creating content aligned with their established brand identity while helping maintain consistency and quality as the brand scaled its presence and offerings.

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Role

Freelance Brand Designer — External Partner

Scope included:

• Development of branded visual content for digital and physical applications

• Design support for product launches, campaigns, and events

• Creation of branded illustration assets

• Ensuring consistency across all visual outputs in alignment with brand guidelines

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The Challenge

While Withlocals had established brand guidelines, certain campaigns and events required themed visual directions that extended beyond the standard system. These included concepts inspired by cinematic or editorial styles, requiring the use of alternative typographic treatments, compositions, and visual approaches.

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The challenge was to ensure that these varied and stylistically distinct visuals remained recognisably part of the Withlocals brand. Despite differences in tone, theme, and execution, each asset needed to maintain brand coherence and support a unified brand experience across all touchpoints.

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It was essential to balance creative flexibility with brand consistency, ensuring that the expanding visual language remained aligned with Withlocals’ identity, audience, and positioning.

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The Solution

I developed a flexible but cohesive visual approach that allowed creative variation while preserving brand recognition. This involved maintaining consistency through carefully selected imagery aligned with the brand’s color palette, tone, and emotional quality.

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I also established structured design templates and recurring visual frameworks that anchored each asset within the Withlocals brand system, even when creative direction varied. Additionally, I created branded illustrations and graphic elements that complemented the brand’s DNA, enhancing engagement while reinforcing visual consistency.

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This approach enabled the brand to explore diverse creative expressions while maintaining a clear and unified visual identity.

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Deliverables

• Series of branded visuals for digital campaigns and product communications

• Visual design for in-person and digital events

• Branded rollout assets for marketing and promotional use

• Custom-branded illustrations aligned with Withlocals’ visual identity

• Flexible design templates supporting consistent brand application