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TICA

Report branding

About TICA

The Thailand Incentive and Convention Association (TICA) is a non-profit organisation established in 1984. It aims to increase the growth of Thailand as a preferred destination for meetings, incentives, conventions and exhibitions.

ICA’s membership consists primarily of key players in the MICE industry, including :

  • Hotels
  • Destination Management Companies (DMCs) and tour operators
  • Professional Convention Organisers (PCOs)
  • Professional Exhibition Organisers (PEOs)
  • Contractors
  • Convention centres
  • Exhibition centres
  • Advertising agencies
  • Local attractions, theme parks and entertainment establishments 
  • Travel industry suppliers

The Challenge

The goal was to deliver a new design approach for TICA’s annual report, making its presentation more lively and entertaining to read. The client sought a more modernized look, while still projecting the essence of formal Thai culture and tradition. All illustrations were to be hand-drawn, with carefully selected colours to evoke Thai heritage in a subtle but effective manner.

TICA provided the content and graph charts; Lexicon’s challenge was to add style to this substance in order to create the desired effect. Lexicon had a total of one month to deliver an entirely new visual concept, then integrate it completely with the report.

Lexicon in action

Lexicon developed an original visual landscape for the report – all while remaining true to TICA’s corporate identity. By remaking the report as an entertaining expression of Thailand’s rich cultural identity, Lexicon’s graphic designers created an exciting path forward for TICA publications which can also be applied to great effect for years to come.

Graphic elements

Each hand-drawn element has a touch of traditional Thai flair, while also remaining contemporary in its artistic approach. The over-arching themes relied heavily on Thai tourism and nature – fitting subjects given TICA’s overall mission.

Each hand-drawn element has a touch of traditional Thai flair, while also remaining contemporary in its artistic approach. The over-arching themes relied heavily on Thai tourism and nature – fitting subjects given TICA’s overall mission.

Cleaning up TICA’s personal photos also helped readers focus on relevant information much more easily.

Lexicon’s work

Previous work

Icons

We designed icons in support of the content. These features help readers quickly find what they need, and add a contemporary stylistic touch, while still maintaining the right level of design sophistication.

Pie charts

TICA provided the data and pie charts. Our design team made them easier to read by adding a bigger font, bolder colors, and a new background to help the reader focus attention on the most important area of the page.

Lexicon’s work

Previous work

image 139

Typography usage

We chose the font that best represents the brand identity of TICA, helping the publication feel like a complete magazine rather than an impersonal report.

Lexicon’s work

Previous work

Color

The chosen color tones have vivid echoes in Thai history and architecture, while also representing nature and peace. Vibrant colors were ruled out of the design space, as they carry relatively few hints of cultural sophistication within the client’s social sector.

Texture

We added a special texture to the cover image to get readers’ attention, creating an impression of quality and originality as soon as they pick up the report. The hand-drawn illustration also reflects TICA’s brand identity as a hub of Thai tourism.

Font

Color

Key Results

The final videos capture the essence of working in a Southeast Asian fishery, while offering a powerful message of equity and inclusion.

The two videos were posted to the USAID Oceans website and social media pages. They were widely praised, and even retweeted by the Gender in Aquaculture and Fisheries Section (GAFS) of the Asian Fisheries Society, another NGO working in the field.

The videos will help USAID Oceans in their mission to develop gender-sensitive solutions in the region. Over time, efforts of this kind will hopefully lead to more equitable communities, as well as more sustainable and successful fisheries across Southeast Asia.

image 144

Rlated Case Studies