I build what
others dream.

Reliable. Intuitive.
Quietly powerful.
Connecting people
to purpose,
one unforgettable
experience at a time.

Designing journeys with structure, soul, and intention.

I’m Rachel — a listener, builder, and experience designer. For over 15 years, I’ve turned complex travel visions into streamlined, meaningful journeys. Whether developing luxury programs across Scandinavia, leading cross-functional teams, or designing a brand from the ground up — I work with precision, intuition, and calm confidence.

I recently helped launch Silver Opus, a luxury boutique travel brand born from Discover Scandinavia Tours. I led product design, creative brand direction, and operations with my lead designer across Norway, Sweden, Denmark, Finland, and Iceland — from initial research to supplier contracts to guest experience.

I’m a detail-driven leader with a soft spot and passion for great design, structured systems, and purpose-driven work.

Over the years, I’ve had the privilege of creating deeply thoughtful travel experiences by:

  • Working alongside trusted local guides to connect travelers to cinematic landscapes, history, and culture across the globe — from Arctic fjords to Mediterranean coastlines.
  • Partnering with design-forward, sustainably rooted hotels and accommodations, including Nordic boutique stays, rainforest eco-lodges, and historic properties.
  • Curating culinary moments — from gourmet picnics to reservations at hidden local gems — that reflect each region’s spirit.
  • Handcrafting itineraries that balance structure and spontaneity, blending cultural insight with moments of personal connection.
  • Always prioritizing sustainability, local economies, and respectful storytelling — because meaningful travel begins with listening.
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Work Highlights

“Reliable, quiet, precise. I don’t just design experiences — I make sure they work.”

– Rachel Merrill

Main Skills

Travel Planning

Tourism

Event Design

Project Management

Creative Consultant

Creative Branding

Marketing

Product Development

Creative Writing

Creative consultant

Title

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Creative Director & Co-founder

The Caliholm Story

I met Sofia Bergin when we were both living the ‘California Dream’ in San Diego. After working together professionally for several years, and later connecting as friends, we designed and launched our own kids brand, CALIHOLM™.
The idea was conceived while traveling with our young boys. We discovered many travel-friendly activities lacked creativity and sustainable values close to our hearts. We took matters into our own hands (literally!) and decided to handcraft screen-free eco-friendly travel kits for kids.
After launching a prototype travel kit with a variety of activities that we developed, we determined that our Montessori inspired Lace+Trace™ concept was enjoyed by the majority of our awesome kid testers.
Simultaneously, CALIHOLM™ Design was born with the mission and goal to help small businesses, local and afar and continues today. Our mantra is Mindfully Made Digital Design solutions that are made from the heart. Peel away the layers of a business’ purpose, simplify it and go for the core of the clients true story and mission.
We build soulful, beautifully designed brands that evoke a feeling and tell a story using thoughtful and authentic design solutions. We will work closely together with you to design a brand that represents your business and values, not just the latest trends! From brand strategy and package design to full website launch, we’re here for you. A little less complicated and a little bit more fun is the spirit behind what we do.

Caliholm Design is where soul meets style, dreamer meets doer, storytelling meets simplicity, California meets Stockholm.

We build soulful, beautifully designed brands that evoke a feeling and tell a story using thoughtful and authentic design solutions. We will work closely together with you to design a brand that represents your business and values, not just the latest trends! From brand strategy and package design to full website launch, we’re here for you. A little less complicated and a little bit more fun is the spirit behind what we do.

Where You Can Find Me

I live in West Michigan with my two energetic boys and husband.
Some of my favorite things in life are... coastal views, a warm cup of coffee. Fresh cut flowers. Three-word sentences. An old friend’s contagious laugh. Boutique lodging with bikes. Curated charcuterie boards. Sarcasm. Blades of grass between my toes. Curious brown eyes. Meaningful quotes. The layers of a croissant. The wind in your face when you roll the car window down on an open road. College basketball. A place I’ve never been before. Sunsets.

Kind Words

Senior Tour Operations

“Rachel is a hard-working individual who knows how to get the job done quickly and effectively. She works well as part of a team and can function as a leader. She has always exhibited superior communication skills and gets along well with others. She is highly respected by colleagues and management. I was often impressed by her ability to step in and rally the team during challenging periods within our company. She has a friendly and outgoing disposition as well as a professional work ethic. Rachel is a great asset to our company, who makes everything shine by her work. She is admired for being focused, diligent and approachable. She takes every project at heart, and never missed any deadlines. I would describe her as a dedicated and enthusiastic individual. She produces her work with great initiative and a positive attitude.”
Elizabeth Riccio,
Tour Operations Manager, Classic Journeys

Creative Director, Caliholm

“Rachel is a hard-working individual who knows how to get the job done quickly and effectively. She works well as part of a team and can function as a leader. She has always exhibited superior communication skills and gets along well with others. She is highly respected by colleagues and management. I was often impressed by her ability to step in and rally the team during challenging periods within our company. She has a friendly and outgoing disposition as well as a professional work ethic. Rachel is a great asset to our company, who makes everything shine by her work. She is admired for being focused, diligent and approachable. She takes every project at heart, and never missed any deadlines. I would describe her as a dedicated and enthusiastic individual. She produces her work with great initiative and a positive attitude.”
Sofia Bergin,
Digital Designer, Art Director, Co-founder at Caliholm

Events & Supplier Manager

"Rachel has been an integral part of the team for the last two and a half years- helping us pull together countless events, lunches, dinners, trade materials, press meetings, supplier logistics and more. And all along the way, she has done it all with incredible professionalism, grace and organization that we have all come to rely on".
Rusti Porter,
Marketing Director, Anchor Distilling Company

Operations Coordinator

“I had the unique opportunity and pleasure to work with Rachel during her tenure at The National Sports Forum. She has that rare combination of intelligence and common sense, coupled with great cheer and positive attitude contributed to record setting attendance at their annual Conference and Trade Show".
Bob Voight,
Vice President, Milwaukee Brewers (retired), National Sports Forum

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