SP—121 / Travel & destinations · Brand platform
OTHER ROUTE
A creative direction for a small-group discovery travel concept.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop OTHER ROUTE, a fictional concept for a small-group discovery travel concept. Generic destination imagery makes different journeys promise the same escape. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
Travellers choosing an experience that feels worth planning around.
The strategic idea
“GO WHERE CURIOSITY GOES.” is the central creative thought. Lead with the campaign line as an invitation. A single emblem creates recognition across the system. Find a specific local rhythm or travel moment. Let that detail lead the story and make practical planning information easy to find.
The creative direction
An original sun-inspired graphic, assertive typography and a #FF5A00 colour field create the visual language for OTHER ROUTE. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
YOUR BRAND.
A FRESH ANGLE.
Let’s build something grounded in your audience, your offer and your next move.
Talk about your project