Camaleon Tours
Designer
Content Strategy Designer
Camaleon Tours is a Dutch travel agency that offers an authentic perspective on destinations through the eyes of locals, with a strong focus on the Spanish market. They connect with users in a friendly, approachable manner, sharing what they genuinely love about the places they visit. By simply telling their stories, they encourage travelers to explore without needing to convince them, fostering an honest and enjoyable travel experience.
As a Designer & Content Strategy Designer, I’m responsible for creating corporate materials and developing content strategy, ensuring consistency and impact in every creative piece. From conceptualization to execution, I develop designs that communicate effectively and align the visual narrative with Camaleon Tours’ strategic objectives.
Target Audience
* Culturally curious
Interested in immersive, authentic experiences that connect them deeply with Dutch culture and history.
* Adventurous
Open to exploring unique, off-the-beaten-path destinations and activities.
* Discerning
Seeking personalized, high-quality services that cater to their preferences and expectations.
* Emotionally driven
Motivated by meaningful experiences that create lasting memories and stories to share.
The business card designed for FITUR, a major tourism fair, incorporates the brand colors, coral and onyx (orange and black), to maintain the visual connection with both Camaleon Tours and the Netherlands. The sober, professional aesthetic aligns with the event’s focus on establishing business contacts. Additionally, the use of lines and triangles, inspired by Dutch architecture—particularly the cube houses of Rotterdam—provides a nod to Dutch culture, reflecting both the country’s and the brand’s visual identity.
A captivating billboard in the streets of Amsterdam showcases the essence of the Camaleon Tours campaign: “Live the Netherlands like a real local.” The image features a Dutch woman cycling through the city, with the iconic backdrop of dark brick houses, instantly evoking the country’s everyday charm. The composition seamlessly blends authenticity with aspiration, inviting travelers to immerse themselves in the true Dutch experience—pedaling through historic streets, discovering hidden gems, and seeing the Netherlands through the eyes of those who live it.
The roll-up design for this travel fair maintains a professional tone while emphasizing the destination and Camaleon Tours’ expertise in group and corporate travel. Inspired by the blades of a traditional Dutch windmill, the linear design reflects movement and structure, reinforcing the connection to the Netherlands. The visual composition balances elegance and clarity, ensuring an impactful and memorable presence that resonates with industry professionals and potential partners.
For the Camaleon Tours bus design, the isotype was used to create a pattern, achieving a chameleon-like texture through the brand’s signature corporate green, its primary color. This design reinforces brand identity while ensuring a dynamic and recognizable visual presence. Additionally, the slogan “Live the Netherlands like a real local” remains a key element this season, reappearing to emphasize the brand’s commitment to authentic and immersive travel experiences.
In every creative asset, we have maintained the brand’s visual strategy, reflecting its unique, friendly, approachable, and surprising personality. These three were created for a video campaign targeting an international audience, broadcast at Schiphol Airport in Amsterdam, promoting Camaleon Tours and one of its iconic tours: a visit to the famous windmills of Zaanse Schans, along with Edam, Volendam, and Marken.
Content Strategy Designer
For content creation, we hold strategic planning meetings to outline a comprehensive seasonal plan. This includes setting clear overall objectives as well as platform-specific goals, ensuring a cohesive and targeted approach. Additionally, we develop a structured content calendar to maintain consistency, optimize engagement, and align with the brand’s broader marketing strategy.
Camaleon Tours’ Instagram content strategy is structured around five key themes: things to do and see, gastronomy, leisure, inspiration, and guides. Each post is designed to engage and inform, combining visually compelling content with practical insights. Reels and Stories follow a direct, gamified approach, making interactions more dynamic and entertaining. To enhance recognition and cohesion, the brand colors are used in Stories to indicate the type of content being viewed. Additionally, engagement is fostered by integrating elements of Dutch and Belgian culture, creating an immersive experience that resonates with the audience.
The Camaleon Tours blog plays a crucial role in SEO positioning, ensuring that travelers looking for authentic experiences in the Netherlands and Belgium can easily find valuable information. As a content creator, I focus on delivering high-quality, well-researched articles that not only inspire but also provide reliable recommendations. Each post is crafted with a strategic balance between engaging storytelling and practical insights, helping readers make informed decisions while strengthening Camaleon’s digital presence. By maintaining a consistent flow of relevant, SEO-optimized content, the blog becomes a go-to resource for travelers seeking expert guidance and local experiences.
