Travel is Messy: Anti-Itinerary Campaign
Maximillian Gonzales
Travel is Messy
A vibrant anti-itinerary campaign celebrating chaos, spontaneity, and the beautiful mess of real travel.
Art Direction
Graphic Design & Branding
Animation
Printed Stickers
Billboard Design & Fabrication
Femmi Coppi — Assistant Director
Nathan Millard — Assistant Director
Travel is Messy repositions chaos as a catalyst for joy. Commissioned for The Great Globetrotter Expo at the CRIK Convention Center, the campaign invites travelers to lean into spontaneity, imperfection, and unpredictability—liberating them from the pressure of curated, hyper-organized itineraries.
Studio Artegra crafted a visual identity that embraces maximalism: sticker-style graphics, clashing fonts, and punchy slogans that channel the charm of found ephemera. Messaging like “Embrace the chaos, okay?” and “Adventure is messy” appear across physical and digital environments, challenging attendees to rethink what great travel really looks like.
The studio’s scope included playful wayfinding systems, animated digital posters, branded merch, and an expo-wide visual takeover. Each touchpoint reinforced the core value: that the most meaningful travel isn’t clean or perfect—it’s personal, wild, and a little bit messy.
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Posted May 8, 2025
Anti-itinerary campaign celebrating chaos and spontaneity in travel for The Great Globetrotter Expo.
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Timeline
May 1, 2024 - May 31, 2025
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