Branding, Strategy & Research, Mascot, Campaign Design
Client Ministry of Foreign Affairs of the Kingdom of Thailand
Year 2025
THE BRIEF
The Ministry of Foreign Affairs of Thailand commissioned us to
develop the brand and creative direction for Thai Festival 2025,
an international cultural event that represents Thailand abroad
through food, design, performance, and cultural exchange.
Before the design could begin, the question had to be answered:
what makes a Thai cultural festival internationally relevant
in 2025, and how do we benchmark against the best in the world?
RESEARCH PROCESS
We began with a global benchmarking study of five international
cultural festivals: Bastille Festival (Sydney), Japan Matsuri (London),
Seoul My Soul (Seoul), Vivid Sydney (Sydney), and South by Southwest
(Austin). Each one selected to represent different models of national
cultural projection — heritage-led, contemporary-led, technology-led,
and creative industry-led.
We analyzed each across nine dimensions: brand identity, visual
language, activities, strengths, weaknesses, expansion model,
and communication channels.
BRAND PERSONA MAPPING
To position Thai Festival distinctly against these international references, we built persona profiles for each existing festival — identifying who each event “would be” if it were a person.
POSITIONING MAP
Mapping each festival on a two-axis matrix — Modern vs. Traditional, Conventional vs. Creative — revealed a clear strategic opening for Thai Festival 2025.
The space most international cultural festivals had moved into was Modern/Creative (SXSW, Vivid, Seoul My Soul). Japan Matsuri held Traditional/Conventional. The opportunity for Thailand was to own a position that bridges modern creative energy with authentic cultural depth.
That bridge became the strategic foundation of the work.
RECOMMENDATIONS
The research informed seven activation pillars, each designed to
deliver Thai cultural depth in formats that compete internationally:
Welcoming Zone : promotional VTR, interactive entrance,
Thailand Passport gamification
Creative Economy Pavilion : Thai designer showcases,
contemporary cultural products
Food & Beverage Zone : regional Thai cuisine experience
Free Cultural Experiences : traditional games, performances,
interactive installations
Paid Premium Experiences : Thai workshops, culinary masters,
wellness programs
Souvenirs & Merchandise : smart souvenirs, designer collaborations
Communication & Digital : multi-channel cultural storytelling
FROM STRATEGY TO DESIGN
With the research foundation set and the positioning agreed, we
developed the brand identity, mascot, and creative system. Every
design decision below traces back to the strategic position: modern
creative energy rooted in authentic Thai cultural depth.
OUTCOME
Thai Festival 2025: Creative Pulse launched as a strategically
distinct cultural event with a defined position, a coherent visual
system, and a full activation framework. The brand and creative
work was deployed across international venues and digital channels,
representing Thailand to global audiences.
