Anchoring Tripadvisor’s narrative and value starts with having a solid brand platform. Developed in partnership wth Stink Studios, “We’ve Been There” helped my team communicate the value of the platform as a trusted, go-to resource for travelers. (It’s worth mentioning that this framework resulted in a 27% Relative Life in “Trips Created” on Tripadvisor.)

As a champion of “We’ve Been There,” and to maintain overall design and narrative consistency, I encouraged the team to go there with boundary-pushing spots that showcased vibrant cultural epicenters—like Mexico City, which featured a family with a dynamic travel itinerary.