It’s sheer joy crafting a brand identity for a travel agency that has a playful name. The challenge however is in identifying the playful element within the name. Around the World or ATW was one such name – of a travel agency catering to the MICE and luxury travel segment. They were looking for an identity design along with a brand manual besides crafting of their stationery design.

While thinking of different routes and elements that go along with the travel domain, what struck me was the name itself – playful, adventurous-sounding, with a tinge of old-world panache, yet enterprising and rooted in our times. The idea was in the name ATW where the ‘A’, when mirrored in reverse conjured up a compass. What better representation for a travel company than a compass? It was a perfect representation of the spirit and ethos of the agency.

A brand manual followed drawing out the details of logo variants, usage, color palettes, usage on web banners, print ads etc.