TUI BLUE BROCHURE
Brand new brochure built from customer research | Third most downloaded title in its first edition
Project: A brand-new bespoke brochure for TUI BLUE in 2025, designed to showcase the product’s unique offering in a fresh, customer-focused format. The concept can be confusing to someone new to the brand so it was created to inspire and inform, tailored to the needs and interests of TUI BLUE core customer segments.
Process: Built through a design-led approach, with collaborative workshops involving the product and concepts teams. Research into customer segments, along with feedback from retail teams and resort staff, helped shape the direction. Initial brainstorms and wireframes were developed into final designs in partnership with editorial and photography teams.
Touchpoints: The brochure is available both in retail stores and online, with a digital version hosted on the TUI website.
Stats: Since launch, it has become the third most downloaded brochure on the TUI website.