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VACAYA MAGAZINE ADVERTISEMENT

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COURSE
Visual Language
BCIT Graphic Design Program
TERM

Winter 2024

TOOLS

Adobe Illustrator

PROJECT TYPE

Corporate Communications
Graphic Design
Art Direction
Illustration

For my Visual Language class, I designed a magazine ad for VACAYA luxury cruises, drawing inspiration from the Art Deco movement and artists like Adolphe Mouron Cassandre, Tamara de Lempicka, and Erté. The campaign embraced Art Deco’s spirit of fun, hope, and liberation—qualities highlighted in Dawn Hoskin’s 2021 talk, "The Queer Allure of Art Deco."

Reflecting VACAYA’s commitment to inclusivity, I explored the concept of safe spaces where travelers can be themselves and create lasting memories. Balancing stylistic influences with a sense of humanity was key—blending Cassandre’s textures, de Lempicka’s shadow work, and Erté’s intricate patterns to maintain both elegance and warmth. The final design featured sleek, geometric curves and a rich, romantic color palette, evoking luxury while remaining inviting and approachable.

This project reinforced the power of graphic design in shaping perception and fostering connection. It was an opportunity to create something visually striking for a community that deserves to be seen, celebrated, and embraced.

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RESEARCH

01
Product: CRUISE VACATIONS

Luxury honeymoon cruises for 2SLGBTQ+ newlyweds seeking adventure and relaxation before starting married life.

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Brand: VACAYA 

Vacaya is the first large-scale, adults-only vacation company offering all-LGBTQIAPK cruises and resorts, creating a welcoming space for self-expression, connection, and transformative travel.

THE BRIEF

02
The Work

To create a magazine advertisement that invokes a selected design movement while promoting an existing product or service.

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​The Problem

How can we reimagine luxury travel to celebrate 2SLGBTQ+ love, adventure, and identity?

 
The Solution

Showcase how Vacaya provides a safe, inclusive, and celebratory space for 2SLGBTQ+ travelers to embrace love, identity, and adventure—without limits.

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ART DECO

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Why This Era?

In her 2021 talk The Queer Allure of Art Deco, Dawn Hoskin (National Trust) described Art Deco as fun, hopeful, and liberating. Emerging post-World War I, it symbolized progress and pleasure, embraced by the queer community for its modern, decadent style and celebration of sexual freedom and societal change—perfectly embodying LGBTQ+ identity and liberation.

BIG IDEA

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Concept: SAFE SPACES

​Here at our cruise vacations, you are always welcome here! Create memorable experiences with your loved one and with new friends as your travel the world with us.

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Key Message: At Vacaya, you are welcome, safe, celebrated, and loved.​
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Big Idea: BE FREE TO BE.
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MOODBOARD

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After researching Art Deco and consulting my instructor, I focused on three key artists: A.M. Cassandre (dynamic graphic design), Tamara de Lempicka (stylized portraits), and Erté (elegant designs). Their work, along with other influences, guided my advertisement’s balance of serenity, romance, luxury, and elegance.

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SKETCHES

06

I explored ten different concepts for this advertisement, experimenting with various angles and poses to balance promoting a luxury cruise with conveying a sense of safety and openness. Ultimately, I focused on the people—the warmth, tenderness, and beauty of freely expressing love in a foreign city where individuals can truly be themselves.

DESIGN CHOICES

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Color

I chose a non-traditional color palette to reflect the evolving nature of queer love. Pink and teal evoke romance at sea, with teal adding nautical elegance and pink offering a serene alternative to red. Marigold brings warmth and joy, while aubergine and ivory enhance luxury and calm. This palette challenges traditional norms, celebrating love beyond convention.

Typeface: ROUSSEAU DECO

Mariano Diez of Rostype designed this Art Deco-inspired typeface, blending modernist style with expert craftsmanship. Its elegance and curved corners made the copy feel more welcoming and friendly, making it a perfect choice for the project.

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Texture

A.M. Cassandre’s innovative airbrushing technique was inspiration to give this advertisement a velvety, polished, and rich finish.

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Chiaroscuro

Tamara de Lempicka’s distinctive use of light and shadow influenced the way I infused depth and vitality into the characters I illustrated. 

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Patterns

Erté’s use of intricate patterns to represent the richness of Art Deco while anchoring itself to the contemporary age of fashion trends.

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CALL ME

AND LET'S GET TO WORK!

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© Kristian Tayo
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