A brand can help shift global perceptions of a country. As Thailand prepared to host the 2012 World Economic Forum on East Asia, they needed a new narrative that unites domestic audiences, speaks to international ones and highlights the nation as an ambitious hub of industry and culture.
Travel & Hospitality
The Government of Thailand
A new national identity
To show Thailand as more than a holiday destination, we needed to uncover the country’s lesser known stories. We put together a rigorous, longterm communications strategy and creative platform for The Government of Thailand that captures the country’s modern spirit, cosmopolitan outlook and sense of purpose, and draws attention to its thriving economy and increasing industry investment.
Centred around four key areas – infrastructure, manufacturing, trade and culture – our work placed Thailand in a new light. A refreshed identity, including a bold logotype, characterful marque and sector-specific icons prepared the country to make an impact. A global advertising campaign shone a spotlight on the overlooked heroes of Thailand’s economy, appearing on billboards in Bangkok and a string of international titles.
Our magazine, Modern Thailand, offered a closer look at the nation’s economic and cultural success stories, from long-term infrastructure development to its rising architectural stars. And our retail concept, Thai Showcase, further endorsed Thailand’s growing creative sector by selling products created by Thai craftspeople at a pop-up store in Tokyo.
With the tools to highlight its economic clout and growing ambition, Thailand is well on its way to redefining its story and shaping its future.
A high-profile message
The Modern Thailand campaign ran in a number of international titles, including the Financial Times, the International Herald Tribune and The Economist. It also appeared on prominent billboards in Bangkok, including those visible to travellers heading from the airport into the city.
Turning over a new leaf
Modern Thailand magazine took a closer look at Thailand’s economic and cultural success stories, from long-term infrastructure development to its rising architectural stars. The publication also promoted Thai creative talent through its use of local photographers and illustrators.
A crafty concept
We created the retail concept Thai Showcase to further endorse the country’s growing creative sector. Selling products made by Thai craftspeople, the pop-up store appeared in Tokyo and was supported by a brochure.
Thai type
Clear and informative yet entertaining and lively, the series of films we art directed and produced revealed yet more aspects of Thailand’s economy and culture, using bold typography and infographics to make stories jump off the screen.