A recognisable creative world
A repeatable editorial look gives every guide a shared identity while keeping each category distinct.
OutTonight · Destination discovery platform
Good content is not a post.
It is a system people recognise.
OutTonight Guides turned local food and lifestyle recommendations into a visual series with a clear point of view: useful, distinctive and ready to publish across channels.
A guide series
One visual language. Many reasons to return.
Restaurant discovery becomes more useful when it is organised around the moments people are already planning: brunch, pizza, aperitivo, cocktails and more.
Pizza
Aperitivo
Brunch
Martinis & Cocktails
Burger
Gelato
3k
app downloads
800
guide reads
2,000
weekly app interactions
OutTonight usage to date. Selected formats from the Guides creative direction.
What this work demonstrates
Creative that supports a business, not just its feed.
A system for making more
The idea is not a single post. It is a flexible content format that can become guides, social series, seasonal campaigns and partner content.
Built for distribution
The creative is made to travel across the website, social channels, newsletters and the wider customer journey.
A second proof point
The product and the audience have to work together.
1.8k
followers grown from zero in three months for Xpat.es.
The Xpat work combines a new digital media proposition, web and mobile products, a seasonal identity and an evolving content-distribution approach. It is evidence of what happens when product, creative and growth are designed together.
Read the Xpat storyThe Mulsain model
Platform, audience and conversion machine, designed as one system.
We work with businesses that need more than a website or a campaign. Together, we find the opportunity, create the direction and build the system that makes it useful.
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