Case Study 02 / 03 — Teodora MaleševićBrand Strategy · Creative Direction · 2026
Travel storytelling & publishing

See the world differently

made to wander

Curated escapes, immersive guides, and stories that ask you to slow down, wander deeper, and travel with all your senses. Not a travel agency — a travel companion.

Sleep & Trip logo badge
The premise

Most travel brands answer "where should I go?" This one answers "why does this place matter?"

Sleep & Trip lives at the intersection of travel, culture, storytelling, and design. It doesn't sell flights, hotels, or packages — it curates experiences, and turns the most stressful part of any trip, the planning, into the part you look forward to.

The whole brand rests on a quiet refusal: travel deserves more than algorithms. Information is everywhere and worth almost nothing. Stories are not. Every recommendation carries practical value, a story, a point of view, and an emotional takeaway — never a checklist.

Most brands provide information.

Sleep & Trip provides context.

Most create itineraries. This one creates experiences. Most focus on destinations. This one focuses on the memories you take home.

Personality

If the brand were a person: curious, well-read, warm, observant, cultured, organised, funny when it's appropriate. Never pretentious. Never elitist.

The person who comes back from a trip and tells stories for three hours — and you actually want to listen.

The work — website experience

A site designed to be wandered, not scrolled.

Sleep & Trip City Guides website experience
City Guides — landing & the Paris Storybook object
Sleep & Trip digital ecosystem: guides, shop, journal, maps
The digital ecosystem — guides · shop · journal · maps
The foundation

Five pillars hold up everything the brand says.

i.

Storytelling

Every destination has a story. Every pick should feel like part of a narrative.

ii.

Curiosity

We push past the obvious — and reward the detour.

iii.

Culture

History, art, food, and local traditions are the point, not the footnote.

iv.

Emotion

Travel should make people feel something. Wonder. Nostalgia. Awe.

v.

Thoughtful planning

Every pick serves a purpose. No filler. No tourist traps.

The architecture

One brand, built to grow in deliberate phases.

01

Premium digital city guides

The foundation — Paris, Rome, Amsterdam, sold as beautiful objects, supported by editorial content and physical keepsakes.

City guidesTravel diariesPostcard albumsEditorial
02

Digital travel essentials

Packing lists, planners, budgeting templates, printable journals — the practical layer that keeps people in the ecosystem between trips.

03

Podcast

Travel storytelling and conversations — the brand voice, out loud.

04

Custom experiences

Premium bespoke travel planning — the high-touch tier the whole ecosystem builds toward.

Brand voice

"Don't tell people Versailles was built in 1682. Tell them it's the kind of place that makes you understand why revolutions happen."

story over information — every single time.

Practical value+ Story+ Personal perspective+ Emotional takeaway

When someone starts planning a trip, the first instinct shouldn't be Google. It should be Sleep & Trip.

collect moments, not things.
Brand Strategy · Positioning · Voice · Product Architecture · Visual Identity
InnovationStrategyResearchCreative DirectionExecutive Storytelling