Dynamic identity for travel agency

In the world of luxury every service is customised to the client. What if the identity follows this principle? Our identity proposal is based on a dynamic system - an interpretation of "Anywhere". The starting point was the compass and the circle. They were combined and simplified to a basic matrix around which the visual identity is structured. It allows for a fluid identity system, rather than a static sign. It changes depending on the destination or the direction and yet the brand recognition is strong.