Amid

With a name to run with, the creative team channeled their inner Walter Mitty and dove head first into brand concepting. We wanted to create a vibe that was as breezy and feel-good as Amid’s ideal traveler. We accomplished this by creating a minimal lowercase logotype to make the face of the brand feel approachable and clean. We used warm imagery that transported the viewer to travel destinations far and wide, encouraging a spirit of curiosity while maintaining the homeyness that a stay with Amid would provide. We also took special focus on the traveler’s experience as they arrived at their home-away-from-home. We created branded items that Amid could provide to guests as a courtesy, like fresh socks, tote bags, and even collectable pins to boast of their travels.