Jada’s bond with Gemma Clarke, the founder of travel publication Astray began in 2020 when Jada attended Astray’s Japan Travel Writing Workshop. Studying ethical writing and the ins-and-outs of the travel writing industry, when Jada returned home to Perth she sent Gemma a pitch for her very first paid published piece of writing, What The Mountain Shouted Back. This story, set in the slopes of Hakuba, would propel Jada into her freelancing career as a formidable writer. Since then, Jada has maintained a relationship with Astray and, in conjunction with being a frequent writer for the publication, has worked as their in-house "collage witch” and creative advertiser/designer. Drawing on her personal experience of attending the workshops, Jada has developed original advertising concepts and visual ideas for digital and social media campaigns. She has also created custom art for all published stories. In doing so, all of the brand’s advertising and branding have become cohesive and symbolic of a student’s experience when embarking on a journey to further their writing skills.

Pictured below: Website banner created for Astray

PROJECT SHOWCASE

CLIENT'S NEEDS

CLIENT'S NEEDS

Destination based campaign

Thematic branding visuals and symbolism

Versatile designs for marketing

Social media content

Website & LinkedIn banner

Posters & Carousel Posts

 1. BRANDING

At the time of attending the workshop, Astray was registered under the publication “Global Hobo.”  Following their rebrand, new visuals, symbolism and imagery were required to reflect a publication that contemplated the breadth of human experience and engaged in conversation about travel, place, culture and identity, which is what Jada achieves through the design of her banner for the publication that is used on their website, Facebook, and also on Gemma’s LinkedIn.  It would also be the primary example for all other visuals during future projects.

Pictured below: The banner design utilised for web, LinkedIn & Facebook

  • When a publication rebrands, updating the website banner’s imagery and symbolism is crucial to visually reflect its new identity, values, and direction at first glance.

  • The website banner further drew in Astray’s target audience in a creative, quirky way.

  • The banner has versatile use, as Gemma also used it to reflect her work as the founder of Astray

  • A collage-style Facebook banner offers a more distinctive and expressive visual than standard photography, allowing for layered storytelling and a creative showcase of identity or brand.

astray facebook banner.jpg
Astray Website
Founder's LinkedIn
Astray Facebook Page

2. Japan Writing Workshop Campaign

With a focus on sustainable travel, media literacy and community building, this program is designed to equip aspiring freelancers with the confidence, skills and experience to pitch and publish their writing. Jada was inspired not only by her personal experience as a student on the workshop, but also by boro (ぼろ) which refers to different pieces of textile that have been stitched or re-woven together to create new items of clothing. The term comes from the Japanese word “boroboro”, meaning something tattered or ripped.

Pictured below: The carousel post, poster, and Instagram stories

  • A seamless 10-slide carousel boosts engagement by encouraging swipes and longer viewing time. It’s ideal for storytelling, tutorials, or showcasing work in a visually cohesive and professional way that strengthens your brand.

  • The aim of these designs was so that Gemma could use them for multiple platforms, including her website, social media posts, digital and print posters, and Instagram/Facebook stories

  • All content could be used in multiple ways and for future workshops when needed.

  • The poster was designed as a partner piece to the carousel post and another resource that could be used to advertise the workshop

2. Bali Writing Workshop Campaign

After completing the campaign for the workshops set in Japan, Jada was hired once more to create a cohesive “sequel” for the workshops set in Bali. The goal was for the imagery to match the current theme set by the website banner and the Japan campaign, and also to promote the type of travel that would be conducted in Bali– culture-focused, respectful, nature-abundant and local! After interviewing multiple sources about their artistic experiences in Bali to gather a picture of the workshop, Jada created posters, social content, and a carousel-post to match.

Pictured below: The carousel post, poster, Instagram stories, and repurposed website banner

  • Jada understands the importance of colour symbolism, and presented Emmy with palettes as they uncovered her brand more and more. Purples, blues and teals were selected to create a mystical theme in conjunction with black.

  • Approaching Emmy’s brand from an artistic sense, Jada recommended a mixture of both metallic gold and silver accents to contrast against pearlescent textures to signify the combination of spirituality and science.

  • All content could be used in multiple ways and for future workshops when needed. Gemma utilised the carousel post as another “banner” on the website

  • The poster was designed as a partner piece to the carousel post and another resource that could be used to advertise the workshop

Next

The Spiritual Scientist