The Government of Thailand

A new national identity

Digging deeper to find the real stories

Thailand wanted the world to understand that it’s more than a holiday destination. Winkreative put together a communications strategy and creative platform for the Government of Thailand that captures the country’s modern spirit, cosmopolitan outlook and sense of economic purpose. Centred on four key areas – infrastructure, manufacturing, trade and culture – our ‘Modern Thailand’ identity, global advertising campaign, magazine and retail concept highlighted the country’s economic clout and underlined its growing ambition.

Branding a nation

The bold and confident logo is a modern take on Thailand’s identity, seen here with a characterful elephant marque. The logo also appeared with sector specific icons throughout the campaign, creating a clear sense of messaging and navigation.

A high-profile message

The Modern Thailand campaign ran in a number of international titles, including the Financial Times, the International Herald Tribune and The Economist. It also appeared on prominent billboards in Bangkok, including those visible to travellers heading from the airport into the city.

Turning over a new leaf

Modern Thailand magazine took a closer look at Thailand’s economic and cultural success stories, from long-term infrastructure development to its rising architectural stars. The publication also promoted Thai creative talent through its use of local photographers and illustrators.

The Thai Government is investing US$67 billion between 2014 and 2020 to improve infrastructure

Modern Thailand magazine

A crafty concept

We created the retail concept Thai Showcase to further endorse the country’s growing creative sector. Selling products made by Thai craftspeople, the pop-up store appeared in Tokyo and Bangkok and was supported by a brochure.

Thai type

Clear and informative yet entertaining and lively, the series of films we art directed and produced revealed yet more aspects of Thailand’s economy and culture, using bold typography and infographics to make stories jump off the screen.

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