Digital Marketing Asia
in Singapore,
A brand's journey into unknown territory — navigated through the lens of Ernest Shackleton.
Project Management
Visual Identity
Leaflet Design
2024
expand k
| Background |
| The goal was to tell a brand's journey into an unknown market in the language of an explorer. I designed the agency's introductory materials for the Digital Marketing Asia event in Singapore. For outside brands, the Korean market is uncharted territory. To make the case for entering a new market persuasively, I drew on the narrative of Ernest Shackleton's Antarctic expedition. |
| Graphic Development Rather than using a map of Seoul as is, I reinterpreted it in the form of one of Shackleton's expedition maps. I carried out a visual experiment in translating the map of Seoul into the grammar of an expedition map, and in the process of turning Seoul's familiar terrain into the form of an unfamiliar expedition site, the graphic became the central axis of the visual identity. |
| Leaflet |
| The five cards were designed to read independently while completing a single journey when brought together. Each card holds one of the agency's five service sectors, so that on site, when explaining the sector a client needs, the relevant card can be pulled out immediately to convey the specifics. |