SEEK SOPHIE
ONCE MISUNDERSTOOD, NOW UNMISTAKABLE
Seek Sophie made its name curating offbeat travel in Southeast Asia—hidden surf camps, bee farms, treks most have never heard of. When borders shut, they pivoted to hyper-local Singapore experiences. It worked—but at a cost.
Coming out of the pandemic, they were no longer just a scrappy travel start-up. They had a loyal audience, a proven product, and a vision to retake the region. But first, the brand had to catch up. As they prepared to reintroduce themselves, they faced a second challenge: reconnecting with their core audience—adventurous, values-driven travellers who didn’t just want activities, but experiences that meant something.
The third challenge sat deeper. Seek Sophie is a purpose-led business with strong ethics and high standards. But communicating that in a way that felt energetic—not preachy, precious, or flat—wasn’t simple. They needed a tone that could carry both joy and integrity; one that could market with heart while still making an impact.
Seek Sophie made its name curating offbeat travel in Southeast Asia—hidden surf camps, bee farms, treks most have never heard of. When borders shut, they pivoted to hyper-local Singapore experiences. It worked—but at a cost.
Coming out of the pandemic, they were no longer just a scrappy travel start-up. They had a loyal audience, a proven product, and a vision to retake the region. But first, the brand had to catch up. As they prepared to reintroduce themselves, they faced a second challenge: reconnecting with their core audience—adventurous, values-driven travellers who didn’t just want activities, but experiences that meant something.
The third challenge sat deeper. Seek Sophie is a purpose-led business with strong ethics and high standards. But communicating that in a way that felt energetic—not preachy, precious, or flat—wasn’t simple. They needed a tone that could carry both joy and integrity; one that could market with heart while still making an impact.
Our Work
BRAND AUDIT & CUSTOMER RESEARCH:
Who and why certain people not prefer classic packaged tours?
BRAND STRATEGY & MESSAGING:
Authentically connect with people that refuse to ‘fit in a box’
VISUAL IDENTITY & ART DIRECTION:
A standout identity system, as adventurous and editorial as the trips they curated
UX/UI:
Every pixel, 120% true to Seek Sophie values: customer-centric, genuine care, excitable curiosity
BRAND AUDIT & CUSTOMER RESEARCH:
Who and why certain people not prefer classic packaged tours?
BRAND STRATEGY & MESSAGING:
Authentically connect with people that refuse to ‘fit in a box’
VISUAL IDENTITY & ART DIRECTION:
A standout identity system, as adventurous and editorial as the trips they curated
UX/UI:
Every pixel, 120% true to Seek Sophie values: customer-centric, genuine care, excitable curiosity
Forming the Brand
We did more than just design a logo—we built a world.
The new logo, a winding SS monogram, hinted at unexpected journeys. The illustrations, rich with explorers in off-grid settings, nodded to ‘Sophie’ herself—a fictional spirit of play and discovery. We paired editorial-style typography with an honest, conversational tone of voice. Not chirpy. Not corporate. It explains without overselling. It invites without insisting. Just like the best kind of travel guide—the one who’s been there, and really wants you to go. The entire system is designed to flex and scale: equally at home introducing you to bee farms in Chiang Mai as it is explaining how a booking works. Having to work across hundreds of pages and edge cases, that range was non-negotiable.
The new logo, a winding SS monogram, hinted at unexpected journeys. The illustrations, rich with explorers in off-grid settings, nodded to ‘Sophie’ herself—a fictional spirit of play and discovery. We paired editorial-style typography with an honest, conversational tone of voice. Not chirpy. Not corporate. It explains without overselling. It invites without insisting. Just like the best kind of travel guide—the one who’s been there, and really wants you to go. The entire system is designed to flex and scale: equally at home introducing you to bee farms in Chiang Mai as it is explaining how a booking works. Having to work across hundreds of pages and edge cases, that range was non-negotiable.
OUTCOMES
Seek Sophie now shows up the way it’s always felt to its most loyal users: intentional, thoughtful, and quietly radical.
Since relaunch, the brand has deepened its emotional resonance with its core audience.
Conversion rates improved with the redesigned UX:Key pages between (5 April - 4 May vs Preceding Period) saw conversions up 30 to 55% / revenue up 43 to 78%.
We continue to support the team in developing new digital products.
Most importantly, Seek Sophie has a brand that reflects its values, not just its category. And that’s what keeps people coming back.
Since relaunch, the brand has deepened its emotional resonance with its core audience.
Conversion rates improved with the redesigned UX:Key pages between (5 April - 4 May vs Preceding Period) saw conversions up 30 to 55% / revenue up 43 to 78%.
We continue to support the team in developing new digital products.
Most importantly, Seek Sophie has a brand that reflects its values, not just its category. And that’s what keeps people coming back.
