PROJECT
Klook Brand Identity
ROLE
Brand Strategy
Creative Direction
DATE
May 2020
Challenge
In the midst of the Covid-19 pandemic, Klook needed to evolve beyond its perception as a platform primarily for overseas travellers looking for things to do abroad, at a time when international travel had effectively come to a standstill.
Approach
Klook used the downtime to embark on a strategic rebrand, repositioning itself as the go-to platform for local experiences and everyday leisure. The idea of “finding joy” became the central organising theme for the brand strategy, guiding messaging, visual expression, and product storytelling toward moments of delight closer to home.
Impact
The rebrand equipped Klook with a clearer, more resilient positioning that could thrive even in low-travel environments, anchoring the brand around local discovery rather than purely tourism-led demand. This shift laid the foundation for future campaigns and product initiatives focused on domestic and intra-country experiences, broadening Klook’s relevance to both locals and travellers.
Launch Video, Creative Producer: Longhao, Liu
Anchoring the illustrations on the updated theme of ‘Joy’, we based the core illustration language on the existing system in other to not alienate users. More examples here.
Presentation Layouts
