Sam Experiences is a Hong Kong based company offering custom experiences with locals and experts for people looking to discover the city like never before. The goal was to craft the brand architecture in a way that shows the playfulness of Sam The Local and the luxurious tone of Sam The Expert, maintaining a consistent identity overall. 

The graphic system was inspired from the brand logo mark, that extends into multiple curved lines showing that experiencing a new place means looking beyond the destination, onto the unexpected turns of the journey.