Background
Agoda had spent more than a decade as a pricing-led travel brand in one of the most competitive categories on earth. In a market where differentiation often comes down to numbers, we needed to build something people could actually remember. Our audience was global, and every campaign had to be adapted, localized, and reshot across 25 markets. The brand lacked a clear point of view, both visually and emotionally. It needed direction, character, and a sense of identity beyond price.
Project
We repositioned Agoda around a simple platform: Less Hassle, More Travel. To create distinctiveness, we introduced a brand mascot: the Agojis - a reinterpretation of the five dots in the logo. The Agojis were adopted across markets almost instantly. They became the brand’s voice, its visual anchor, and the most recognizable element of the new identity.
Category:
Brand Expression
Client:
Agoda
Duration:
2020
Location:
Bangkok, Thailand
