ABOUT

Glocal Identity

Advertising agency LOWE changed its name to LOWE & Partners. To herald this change, each office in the network was tasked to create a new identity that represented the Global Network (corporate square) and their knowledge of local insights, customs and traditions.

There are many icons that are unique to Thailand, but there are 4 local customs that are unique and relevant to the advertising industry.

“Nang Yai” or shadow puppets denote telling a brand story. Floating market boats represent novel persuasion to purchase. Motor rickshaws or “Tuk-Tuk” represent consumer path-to-purchase. And the least known to foreigners, the lucky charm mobile or “Pra Thapien Bai Lahn” symbolises brand growth and prosperity.

Although the brief was to develop one logo unique to the local office, LOWE London approved all four logos for their charming stories and underlying meanings. The shadow puppet version, however, was selected as the official logo of LOWE Thailand.