LUCIANA MACHADO 
 

At Art of Travel, an award-winning boutique travel agency, I led the company’s brand transformation and managed all marketing and communications. I oversaw the new website, created every piece of content, produced videos, and crafted the slogan “Your Journey, Our Art.”

 

I also developed over 300 bespoke itinerary booklets, wrote 76 original travel guides, and grew the brand’s social following from 13K to 21K through consistent, high-quality storytelling. Aside from the logo, every touchpoint carried my signature.

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Case Study: Art of Travel

 

Context

Art of Travel is a luxury travel agency focused on bespoke, high-end experiences. I joined initially as a travel advisor and travel designer, working directly with clients on itinerary development and destination planning.

 

Role Evolution

What began as a client-facing advisory role expanded organically as gaps and opportunities became visible. Alongside travel design, I progressively took on responsibilities across brand positioning, content strategy, partnerships, and experience design. My role evolved from execution to strategy, without a formal title change but with growing scope and impact.

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Key Contributions​

 

• Travel Design and Client Experience

  Designed highly personalized itineraries based on deep client profiling, preferences, and behavioral insight. Focused on aligning destinations, properties, and activities with the emotional intent of each trip, not just logistics.
   

• Brand and Narrative Development

  Developed brand language, taglines, and messaging that clarified Art of Travel’s positioning in the luxury market. Introduced more intentional storytelling across digital touchpoints, particularly Instagram and client-facing materials.
   

• Partnerships and Sponsorship Strategy

  Led the development of tailored sponsorship and partnership decks for brand collaborations and events. Researched potential partners, mapped value alignment, and created customized narratives for each sponsor, reframing sponsorship as collaboration rather than logo placement.
   

• Content and Social Strategy

  Elevated social content from informational to emotional and first-person storytelling. Shifted tone toward intimacy and authorship, increasing perceived brand depth and differentiation within the luxury travel space.
   

• Experience and Event Strategy

  Supported the conceptualization and positioning of key events and brand moments, ensuring coherence between the agency’s values, public presence, and partner relationships.

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