After seven years with its existing identity, the Azerbaijan Tourism Board came to us looking for a more distinctive and flexible visual language.
Our new strategy, Feel the Real, was built around the idea that Azerbaijan is difficult to define from the outside. Shaped by Turkic, Persian, Russian and wider Asian influences, its identity resists a single description. To understand what feels uniquely Azerbaijani, you have to experience it for yourself.
We translated this idea into a tactile visual system built around sculptural 3D forms that appear embossed, carved or raised from the surface. Almost tangible, these assets invite you to imagine touching and feeling them — giving the brand a distinctive, ownable sense of tactility.
Personal role
Lead designer; Concept development, Brand architecture, Brand strategy, Brand identity design, Art direction, Iconography, motion direction, client presentation