Inside Asia rebrand — Turning Asia inside out
Inside Asia are travel specialists with a difference. They’re the little black book of Asia, not the guidebook. Inside Asia have insiders on the ground that live in and around Asia as locals, which means they are able to offer a unique personalised service that goes beyond the norm. They seek out the unexpected, see beyond the clichés, reveal the local unfiltered experience – all of which takes the traveller beneath the surface of Asia.
Challenge:
To develop a brand strategy which would create stand out and differentiation for in a very crowded travel market.
Creative concept:
‘Turning Asia inside out’ – an immersive experience, not only one that you can see, but hear, touch and taste.
Solution:
To bring this to life visually we developed an unexpected colour palette combined with a font and logo full of personality and quirks, Created imperfect, playful, handmade Illustrations paired
with photography that captures the spontaneity of travel. All alongside a tone of voice that is conversational and emphasises the personalised touch.
Role: Creative lead – Concept, design and art direction
Project completed at The Team
A clean typographic word mark that expresses the idea of turning Asia on its head and inside out with the playful use of letterforms.
An abstract illustration style was created to provoke the feeling of the Inside Asia experience – handmade, bespoke, imperfect and slightly rough round the edges. The shapes are rearranged to create new compositions, filled using bold unexpected colour combinations from a multi-dimensional colour palette, and a carefully curated set of textures reminiscent of the region.
A quirky font with a sense of craftmanship, paired with expressive use of typography creates dynamic, eclectic compositions.
The photography style was developed to show off the more spontaneous, unfiltered moments of travel, not just the glossy expected shots. For example, it isn’t all about the the temple but the street vendor around the corner, the textures on the walls and the more unusual angles. Everything that makes Asia exciting!
A tone of voice was developed that is honest, confident yet conversational, human and showcased that Inside Asia has a point of view. It needed to portray that Inside Asia challenges what is already out there and highlights their point of difference.
