As global travel returned after lockdowns, traveler intent shifted from checklist sightseeing to experience-led journeys. Taiwan needed a modern tourism brand system that could reintroduce the island with a clearer, more actionable promise for a new era.
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Media Exposure
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News Coverage
The Challenge
As the world awakens from the nightmare of lockdowns, how can we encourage travelers to rediscover the beautiful island of Taiwan with fresh eyes?
The Solution
We noticed that travellers have changed. From "destination travel" to "purposeful travel." From places (nouns) to experiences (verbs).Therefore, we boldly overturned Taiwan's tourism brand logo and slogan, which had been used for 10 years. By infusing the fluidity of every mountain, sea, and path of the land, we create a dynamic new slogan and CI full of marvels: Taiwan. Waves of Wonder. We transformed the names of attractions into four actionable verbs, dynamically reintroducing Taiwan, this beautiful island, to the world.
- SHARE : Spread the beauty
- DISCOVER: Explore the unique
- ENGAGE: Connect people and culture
- ENJOY : Embrace relaxation
Through these 4 verbs and 4 travel plans, we aim to synchronize Taiwan's tourism industry, delivering wave after wave of surprises.
The Results
The new tourism brand not only refreshes the contemporary image but also brings confidence and pride to Taiwan. The President proactively posted, calling all of Taiwan to share this new business card with the world.
And this new wave of Taiwan is sweeping across the globe.
- Media exposure: 90M+
- News coverage: 200+
We believe that tourism not only creates wonderful travel experiences,
but also allows travelers to feel our exceptional cultural vitality, creativity, and values. More importantly, it turns Taiwanese people, both on this land and scattered around the world, into proud tourism ambassadors. From the inside out, we build a new global perspective for Taiwan.
Innovating to Impact
We turned a tourism identity into an operating framework—moving from place names to verbs (Share/Discover/Engage/Enjoy) that partners could activate through campaigns and itineraries. This made the brand scalable, aligned the ecosystem, and transformed tourism from promotion into participation.
Awards Won
2024 4A Creative Awards
- Best Brand Image & Identity – Sliver
- Best Localized Innovation Marketing – Bronze
- Best Digital Visual – Merit
2024 Click Awards
- Visual Creative – Gold
2024 Times Awards
- Visual Design - Identity system – Sliver
2024 Excellence Agency & Advertiser of the Year
- Campaign of the Year – Gold
- Design of the Year - Visual Design – Gold
- Design of the Year - Brand Design & Management – Gold
2025 Campaign Brief The Work
- Print Craft – ACCEPTANCE
- Integrated – ACCEPTANCE
人生地震
东和钢铁透过「人生地震（尝颈蹿别辩耻补办别）」将「耐震」从产物特性转译為「面对人生衝击的韧性」。
這是我們的 LINEguage
面對競品崛起與使用率下滑，我們將 LINE 從「工具」重新定位為一種由台灣人共同形成的溝通文化：「LINEguage」。
台灣觀光品牌 3.0
為了在解封后重新啟动台湾观光，我们从旅人「重体验、轻目的地」的转变出发，重塑品牌语言与系统。
我的卵子我做主
婦女新知基金會是一個不隸屬任何政黨的非營利組織，長期在台灣推動性別平等與女性賦權。基金會成立於 1970 至 80 年代，致力於促進女性在公共與私人生活中的權益。自 1982 年起，基金會在女性相關的法律與政策改革上取得多項重要進展。透過教育倡議與基層組織動員，基金會持續挑戰父權制度，推動女性領導力、職場性別平權、生殖權利，以及家庭法與司法正義。