Emma Doyle. Portfolio

The Art Of Discovery

ICAD Upstarts 2025
Language Brief
Campaign
Identity Design
Europe’s shifting climate and rising local protests against tourist accommodation are pushing travellers to rethink how they plan holidays. While major cities like Paris, Amsterdam, and Barcelona struggle with overtourism and overcrowded museums, great art can be found well beyond these hotspots, offering richer, more sustainable cultural experiences elsewhere.

“The Art of Discovery” campaign encourages art enthusiasts to holiday in smaller cities and towns around Europe, in order to ease the pressure on resources in larger cities. By visiting galleries and museums outside of the big cities, holiday makers support local economies, while also getting a more unique, exciting and interesting travel experience. The visuals frame the beauty and adventure of travelling to new places and discovering new and beautiful art. 

















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