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My diploma project was to do branding of the UX, University of Experience, an offbeat and experiential travel brand based in India. University of experience has been formed by a group of people whose lives have been transformed by certain experiences. The identity for UX had to be distinct and unconventional thus separating it from its conventional looking competitors.
In this project, an in-depth study of the tourism industry as a whole was conducted which included the study of its importance in the context of Indian economy, the current market scenario and competitor analysis. This helped me understand where brand UX can be positioned. During the process, I realized the importance of creativity and thinking out of the box to create a brand identity with easy recall value and repeat experience. The UX identity selected by the client provided a high level of flexibility to the brand and clearly distinguished it from its competitors. The identity was then effectively incorporated into the collaterals to provide a very simple, clean and elegant look in such a way that it engaged the audience and had a high recall value. The target group was travel lovers, upper class individual travelers, niche travelers and anyone who wanted to gain travel experience. |