Blue Whale Travel
Brand Strategy, Visual Identity, Website Design
Brand Strategy, Visual Identity, Website Design
Some briefs arrive as feelings.
Some briefs arrive as feelings.
Tuấn Hải came with a name, a business, and one specific requirement: the whale had to face upward. Not downward. Upward. Growth, aspiration, forward movement. Because in Vietnamese feng shui, direction carries meaning.
Tuấn Hải came with a name, a business, and one specific requirement: the whale had to face upward. Not downward. Upward. Growth, aspiration, forward movement. Because in Vietnamese feng shui, direction carries meaning.
Tuấn Hải came with a name, a business, and one specific requirement: the whale had to face upward. Not downward. Upward. Growth, aspiration, forward movement. Because in Vietnamese feng shui, direction carries meaning.
Everything else was open.
Everything else was open.
Before any of that, there was a strategy session:
Before any of that, there was a strategy session:
his services, his customers, his vision for what Blue Whale could become. That fed into three stylescapes: distinct design worlds arranged side by side, so we could agree on the overall look and feel before either of us committed to a direction.
his services, his customers, his vision for what Blue Whale could become. That fed into three stylescapes: distinct design worlds arranged side by side, so we could agree on the overall look and feel before either of us committed to a direction.
The first round of concepts explored three directions. He gravitated toward one that is simpler, cleaner, but said it didn't feel like travel yet.
The first round of concepts explored three directions. He gravitated toward one that is simpler, cleaner, but said it didn't feel like travel yet.
The first round of concepts explored three directions. He gravitated toward one that is simpler, cleaner, but said it didn't feel like travel yet.
So I asked him: what symbol represents travel to you?
So I asked him: what symbol represents travel to you?
So I asked him: what symbol represents travel to you?
Not travel in general, but travel as you understand it.
Not travel in general, but travel as you understand it.
Not travel in general, but travel as you understand it.
He thought about it, then said: a sail.
His name, Hai, means ocean.
His name, Hai, means ocean.
A sail became the wing of the whale. A northern star for direction. The logo that emerged was something he already knew, drawn out through the right question.
A sail became the wing of the whale. A northern star for direction. The logo that emerged was something he already knew, drawn out through the right question.
When the logo launched, he wrote:
"the dreaming blue whale finally set sail".
When the logo launched, he wrote:
"the dreaming blue whale finally set sail".