This concept was created during the Branding, Design and Strategy module hosted by Grow at HYPER ISLAND

CLIENT:The Philippines

BRIEF:Brand the country

CONCEPT:Philippines by Filipinos

We wanted to create a brand that identified with the eastern and western culture influence in The Philippines. As well as the character of its citizens and the country that were boiled down to three key words: CREATIVITY, DIVERSITY and COMMUNICATION.

To show the CREATIVITY and DIVERSITY we created a logo that represented one of the 7.107 filipino Islands, inspired by their constant use of colour to whatever they have and the textures in the typical filipino huts. As well as the hand crafted feeling with the hand painted strokes in the logo. For the font we were inspired by real filipino handwriting and adapted the best font for it.

Our goal was to create a versatile branding concept, so versatile that could apply to the different regions but still be identified as part of the main logo. A brand image that would be strong enough to apply it taking into account the filipino behaviour and peculiarities (like the cardboard boxes, or the hand painted boats and stores to use as a stencil), and that could be used in different ways.

We also created an online platform that would represent the country branded by it's citizens. Pulling data from filipino user generated content like Flickr, Youtube,Wikipilinas and Twitter. In this way we could create a living brand that could change according to the country. Also with the aim to encourage foreigners to explore the country with different viewing options.



TEAM: Esa Hiltunen, Yiannis Lapatas, Jonas Johansson, Sander Kuypers, Lucas Lima, Bea Areilza

MY ROLE: Research, Strategy, Concept, Copywriting, Producer

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