When Inside Himalayas approached us for help, they were still operating with their original website, which was published in 2012 using a popular Wordpress blog template, not customized for their specific content. The template’s design ended up guiding Inside Himalaya’s brand and logo, as opposed to the other way around. While the website offered the rich, high quality content they are known for, the interface made it difficult for users to access that content. On the print side, Inside Himalayas has been launching its annual print magazine since 2013 under a completely different visual identity and brand compared with its digital format. Their print magazines have also often contained inconsistent branding even within a single issue. Outside was tasked with redesigning their brand and assets to bring all of their touchpoints (print and digital) together under an authentic and powerful visual identity. The new brand had to convey the essence and ambition of Inside Himalayas: To be a global brand and a go-to Travel Magazine for South Asia.
The project kicked off with a brand strategy session alongside the founder of Inside Himalayas. This allowed us to understand the brand, its characteristics, and its ambitions for the future. Using the learnings from this session, we explored several rebrand directions, and eventually settled on a design for the logo that is contemporary, yet grounded in traditional Himalayan culture. The logo is a stencilled typeface, splashed with color reminiscent of the prayer flags found throughout the region. The color palette and font pairings acted as a continuation of this theme. The final result: a visual identity that is unique, authentic, and welcoming, emulating the spirit of the Himalayan region.
The print magazine had to be dynamic and visually compelling, without compromising on appearing authoritative and trustworthy. We achieved this by applying the diverse color pallette in bold blocks throughout the pages, immersing the reader in the prayer flag color theme, while also highlighting quotes and text using a powerful san serif font. This allowed the magazine to feel colorful and adventurous, but without appearing too playful. For the cover, we chose a refined, confident layout that communicates the magnanimity of the Himalayas.
We designed the website to be a fully immersive journey for the user. We created a content hierarchy, with a powerful featured article at the top of the page, and as you scroll down, primary articles grab your attention by scrolling at a different rate compared secondary articles. The bold use of prayer flag colors and san serif call-out text that defined the aesthetic for the print magazine were translated into the digital context throughout the website. As the majority of Inside Himalaya’s website visitors are on mobile devices, we designed a separate adapted version with a focus on ease of accessibility. We settled on Wordpress as the Content Management System (CMS) for the site due to its platform security, publisher friendly features, and most importantly, because it is the platform the Inside Himalayas team is most comfortable using.
- Brand Strategy
- Logo Design
- Visual Identity Design
- Print Magazine Design
- Website Design
- Website Development