Case Study
Experience Laguna
Brand New Branding
A tourism brand identity proposal for the province of Laguna, Philippines
The province of Laguna needed a revitalised tourism identity that could capture its natural beauty, cultural heritage, and position as a must-visit destination that is relatively close to the capital, while standing out among the Philippines’ many tourist hotspots.
01
A logo woven from banig patterns
02
Echoing the contours of Laguna Lake
03
An expressive, unified visual system
04
Widely praised on social media
Woven from the province
I crafted a cohesive brand identity anchored by a vibrant logo that draws inspiration from the intricate weaving patterns of the banig, while subtly echoing the contours of Laguna Lake. The visual system features expressive elements and a unified style that captures the province’s rich landscapes, cultural artistry, and dynamic spirit—designed to resonate with both local communities and global travelers.
01
A mark in many colours
The logo mark adapts across nine colour combinations, giving the identity range while staying instantly recognisable.
02
Telling Laguna's story
Leaflets and brochures invite travellers to discover the province's art, heritage and landscapes, a short trip from the capital.
03
Room for local products
The identity extends to local goods like coconut jam, showing how the tourism brand could connect with the province's own producers.
04
A destination in your pocket
An app icon and website design carry the brand into the digital touchpoints travellers use to plan their visit.
Warmly received online
Although the proposal was not formally adopted, it gained significant attention online and was warmly received by thousands of people on social media, many of whom praised it as a thoughtful and visually striking design that truly captured the spirit of Laguna.
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