SP—122 / Travel & destinations · Launch campaign
MAP & MOMENT
A creative direction for a flexible itinerary brand.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop MAP & MOMENT, a fictional concept for a flexible itinerary brand. Generic destination imagery makes different journeys promise the same escape. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
Travellers choosing an experience that feels worth planning around.
The strategic idea
“LESS CHECKLIST. MORE MEMORY.” is the central creative thought. Lead with the product premise, then make the next action unmistakable. The headline and emblem work as a compact launch signature. Find a specific local rhythm or travel moment. Let that detail lead the story and make practical planning information easy to find.
The creative direction
An original sun-inspired graphic, assertive typography and a #FF5A00 colour field create the visual language for MAP & MOMENT. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
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