DLT Mykonos
Client: DLT Brunch
Industry: Events / Travel / Culture
Services: Campaign Identity, Illustration, Social Media, Digital Campaign
Year: 2020
For DLT's move to Mykonos, the existing identity needed to travel with the brand while taking on a visual character specific to the destination.
The result was a campaign extension that retained the familiarity of DLT while introducing the colour, texture and energy of a Mediterranean summer.
the challenge
A new destination.
A familiar identity.
The challenge wasn't to redesign DLT. It was to give one destination its own identity without losing what audiences already recognised.
Mykonos needed to feel unmistakably connected to DLT while introducing enough distinction to make the campaign feel like a new chapter rather than another London event.
DLT goes Mykonos.
The familiar DLT mark was adapted with a destination-specific treatment inspired by the colour and texture of the Greek islands.
A blue offset shadow, white lettering and roughened typographic details introduced a warmer, more relaxed character while keeping the underlying identity immediately recognisable.
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The wider campaign built on that shift in tone, using illustration, colour and destination cues to create a visual world centred around sun, travel, music and the energy of the event.
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From announcement to booking.
The campaign extended across promotional and ticketing environments, maintaining a consistent visual identity as audiences moved from discovering the event to securing their place.
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Designed for the feed.
A flexible set of social assets allowed the campaign to communicate announcements, event information and promotional messaging while maintaining the same destination-led visual language.
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Reflection
DLT Mykonos demonstrated how an established identity can flex without losing recognition. Rather than creating something entirely new for the destination, the campaign built on the existing DLT language; introducing enough colour, texture and personality to make Mykonos feel distinct while keeping the parent brand intact.
Same identity. New energy.
