Creative Lead & Senior Group Art Director
Thomas Cook Group
During five years at Thomas Cook, Joanna Swanson played a key role in defining the visual storytelling, branding, and strategic design across the company’s diverse portfolio. As Creative Lead for Global Creative Services, she was responsible for the visual language of still imagery and video, ensuring a cohesive and compelling brand presence across all channels. The following is a small handful of Joannas mixed work.
Defining Brand Guidelines & Campaign Direction
Her work included directing multi-channel global campaigns, developing brand guidelines, and shaping the creative vision for Thomas Cook’s major brands. She worked across Sunwing, Sunprime, Ocean Beach Club (OBC), Casa Cook, Lollo & Bernie, Thomas Cook Airlines, Signature, and more, ensuring consistency and innovation in every project. In addition to hotel and airline brands, she also worked with Thomas Cook’s tour operators, including Ving, Spies, Tjäreborg, and Neckermann.
Sentido The Book was an invitation to discover the heart and soul of each destination. Linen-bound and beautifully designed, this oversized 48x37 cm, 260+ page book rested on elegant wooden stands in every Sentido hotel reception, while a refined A4 magazine version was placed in each room.
A Book of Stories & Places
Each chapter unveiled a new country, not just through its hotels but through carefully curated stories of local artisans, hidden boutiques, family-run olive presses, and salt farms—places travelers might never have found on their own. A passion project from start to finish, this book brought destinations to life, connecting guests with authentic local experiences and adding a deeper dimension to their stay.
Shaping Unique Hotel Experiences
Joanna also played a strategic role in the complex launch of Cook’s Club Hotels, collaborating with multiple stakeholders to create a fresh, modern hospitality concept. Her leadership in photography and video direction set the creative standard for the company, bringing the brand experience to life through high-quality, engaging content.
Shaping Iconic Brand Experiences
This is just a glimpse of the work done for Thomas Cook. The projects above include global campaigns, photo shoots, brand and visual guidelines, Thomas Cook Airlines’ sustainability video, Sentido: The Book, Choose Your Room, and more. After the collapse of Thomas Cook, she continued in the industry, joining Nordic Leisure Travel Group to support the transition and maintain brand continuity.