ABOUT

Xplore Local is an app that champions local and independent businesses in a modern world of fleeting services. It aims to build lasting communities through authenticity and trust, rather than large, mass-produced based corporations. The original brief was to create brand guidelines for the existing identity, but after exploring the brand’s DNA, it became clear that a deeper overhaul was needed to deliver real impact. I proposed a new direction for the brand’s visuals and tone of voice. The existing identity didn't completely align with a Millennial/Gen Z audience, who were looking for authenticity over convenience. I rewrote the brand’s language and tone, established photographic guidelines, redesigned the logo, developed a sticker-inspired typographic style, refined the colour hierarchy, and created a comprehensive visual brand guideline document.