In-house at Berlin product companies
Tourlane
Between June 2023 and May 2025 I led the Creative Team at Tourlane in Berlin as principal visual designer. Two years across the travel platform’s brand book, the modular performance-marketing ad templates and the lifecycle email programme that ran the demand side of the business.
- Brand design
- Performance marketing
- Email design
- Social media
- Role
- Creative Team Lead
- Years
- 2023–2025
- Channels
- Web, Meta, email, print
- Live at
- tourlane.de
A modular system for performance ads
Performance marketing was the largest single output of the Creative Team. To meet the demand for fast iteration and multivariate testing, I built a modular ad-generation system — a responsive template that rendered every Meta aspect ratio the channels asked for from a single file, and pulled destination images, copy and metadata from a spreadsheet. New markets, new headlines, new colour schemes or new languages were a row-edit rather than a redesign — volume went up, turnaround went down.
Meta feed 1:1 – 1080 x 1080px
Meta feed 4:5 – 1080 x 1350px
Meta feed 1.91:1 – 1200 x 628px
One responsive template generates all three standard Meta display ad sizes (above), pulling destination-specific copy and image links from a Google spreadsheet (below).
Another iteration of the campaign modified to test the Rundreise (roundtrip) keyword.
Lifecycle email
The CRM work was almost entirely customer-facing email marketing — onboarding sequences, browse-abandon triggers, mid-funnel nurturing, post-booking flows and re-engagement campaigns, mapped end-to-end as a single lifecycle the customer moved through rather than a set of unrelated sends. I designed the visual system the programme ran on: modular blocks, brand typography and image treatments that read the same as the ad system, so the customer arrived at the brand book’s voice no matter where they entered.
MyWay magazine · Tourlane’s CRM re-activation campaign for high-value customers wasn’t an email — it was a print magazine, mailed after the trip to keep the brand present between bookings. I oversaw the art direction and project-managed both issues produced during my tenure, working directly with the printers and with a fulfilment partner that received the print run and handled shipping to customers.
Tourlane’s first brand book
Tourlane’s first brand book was a partnership with Jung von Matt: they consulted on language and guidelines, I designed and built the 100 pages. The book covers target groups, messaging, dos and don’ts, illustration rules, type system, swatches and safety margins, and remains the canonical brand reference at Tourlane.
Hero illustration for tourlane.de
The collage on the tourlane.de homepage was conceived in collaboration with Jung von Matt and built by me — the brand book’s collage system applied at its largest scale, on the surface that introduced the brand to every new visitor.
Organic Social
Outside of paid display, brand-building also happened on organic social channels — particularly Instagram Stories. I built a set of 9:16 templates that produced stories quickly with enough variation to avoid repetition, letting careful image curation do most of the heavy lifting.
Outcome
Two years as principal visual designer at Tourlane, a boutique travel platform — 100-page brand book, modular Meta ad system, lifecycle email programme, organic social Stories cadence and homepage hero illustration.
Next case study
Ada Health →Four years at Ada Health between 2018 and 2022 — the #TellAda campaign, the multi-language print system, the brand and product video, and the employer brand for the Berlin headquarters.