Concept : Salient Design

Art Direction : Essence Of Journey

Chosen Client : Holiday Dreams Sdn.Bhd

Assignment-based Project : Studio Project I & II

Level : Diploma In Graphic Design & Digital Media

This assignment-based project is for my final year project on the subject, Studio Project I & II. I've given a task to make research about a brand that I am interested in and to do a rebranding for the client that I chose. In addition, I also come up with a concept and the art direction that related to creating a new brand design.

Holiday dreams is a travel company that takes people around the world and helps them create a beautiful experience with memorable trips along the way. They began as a couple who shared the same dream of becoming a traveller who ventured into the unknown. The main problem is their customers are dissatisfied and oblivious to the significance of the trip that has been offered. The art direction that I use is the essence of journey. Every journey has its own story for different people. That’s where the essence takes place. The core essence is what makes you uniquely “you”, and is what separates each person in their individuality and story. My solution is to incorporate an emotional concept and vulnerable stories into the designs, which will allow customers to connect with the company's missions more passionately.