ROSHNI VASUDEVAN /← Previous project
Selected work / Brand & experience designCity Puzzle

Untapped
local travel.

A different way to see a city.
Through the people who call it home.

Brand concept · Visual identity
Website & app concepts · Print & packaging
City Puzzle — Experience the Uncommon Element. White lettering on coral with playful travel illustrations.
01 / The brief02 / The identity03 / Digital discovery04 / Take it with you
01 / The project brief

Go beyond
the familiar.

A brand concept that invites travelers to discover the local side of a destination.

The brief was to explore an existing problem through human-centered design, then develop a brand from its core idea and mission through to its visual identity and applications.

Untapped Local Travel responds with City Puzzle: a concept for discovering the experiences locals know and the businesses they love. “Unconventional” and “adventurous” shaped the visual direction, bringing the idea of the uncommon element into a connected travel experience.

ProjectCity Puzzle / Untapped Local Travel
FocusLocal discovery & authentic experiences
Design scopeBrand concept, identity & applications
FormatsDigital, campaign, editorial & packaging
02 / The visual identity

An uncommon
point of view.

A bright coral signature, playful travel illustrations, and an angular frame connect the identity. Across the campaign, snapshots of places and moments invite a closer look.

Campaign / Local stories brought into a series of destination posters.
Creative direction / Moodboard and visual references.
Brand development / Concept, typography, and the visual system.
The brand idea

Experience the
uncommon element.

Look closer. Follow your curiosity. Find another side of the city.

03 / Digital discovery

Two ways in.
Many ways to explore.

The website concept offers two entry points: “Surprise me” for a journey shaped around the traveler’s preferences, and “Let’s explore” for people who want to take a more active role in planning.

Website concept / City Puzzle’s travel experience on desktop.
01 / Surprise me

Leave room for
the unexpected.

A survey gathers preferences to inform a suggested travel package.

Surprise me / Survey, travel preferences, and confirmation.
02 / Let’s explore

Make the journey
your own.

A guided flow lets travelers explore and customize their trip.

Let’s explore / Destination selection and trip planning.
The mobile experience

Local discovery.
In your pocket.

The app concept extends the visual system into browsing, preferences, and experience details.

Mobile app / Selected interface designs across the discovery journey.
Explore the app wireframes +
App development / Wireframes mapping the mobile interface.
04 / Take it with you

From a destination
to a memory.

The identity extends beyond the screen through a physical travel kit. A camera, travel journal, and activity cards make room for recording, collecting, and spontaneous discovery.

The travel kit / Branded packaging, an instant camera, and printed materials.
My Travel Adventure / Travel journal cover.
Activity cards / Prompts for spontaneous experiences.
Travel journal / Planning pages, keepsakes, and space for memories.
A moment to keep / Instant photography as a travel keepsake.
The experience, remembered

Bring back
more than
a destination.

From the first spark of curiosity to a page of collected memories, City Puzzle carries one identity through each part of the journey.

Work that works / Why the work works

Connect discovery with the journey.

“Surprise me” and “Let’s explore” offer two ways into the travel concept. A shared identity connects both digital journeys to the camera, journal and activity cards in the physical kit.

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