SP—123 / Travel & destinations · Digital direction
SIDE PATH
A creative direction for a walking-tour concept.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop SIDE PATH, a fictional concept for a walking-tour 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
“TAKE THE TURN YOU REMEMBER.” is the central creative thought. Translate the proposition into a clear screen hierarchy: brand, reason to care, and an obvious next step. 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 SIDE PATH. 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.
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