Escape by Settl.
End-to-end brand creation for a travel and lifestyle initiative focused on curated weekend escape experiences.
category
Brand Identity / Lifestyle Experience
Role
Brand Executive
type
Branding
Deliverable
Logo Design, Brand Identity, Brand Guidelines, Social Media Strategy, Content & Campaign Creatives
Escape by Settl was conceptualized as a lifestyle and travel initiative designed to offer curated weekend getaways and experiential escapes from everyday city life.
The objective was to build a brand that feels aspirational yet accessible, encouraging users to break away from routine and explore curated experiences.
The project involved creating the brand from scratch, defining its identity, tone, and digital presence. While the initiative was later paused internally, it resulted in a fully realized brand system.
Designing an Escape, Not Just a Brand
Translating the feeling of “getting away” into a visual and digital experience.
The approach started with defining the core emotion of the brand - escape, ease, and experience.
The visual identity was designed to reflect a balance between modern lifestyle aesthetics and travel-inspired calmness, ensuring it feels inviting and aspirational.
I developed the logo, typography system, color palette, and brand guidelines, creating a foundation that could scale across platforms.
On the digital side, the focus was on building a content system that reflects real experiences - showcasing destinations, moods, and moments rather than just promotions.
Social media strategy was aligned to create a sense of discovery and desire, encouraging users to imagine themselves in these experiences.
A Brand Built for Experience & Scale
The project resulted in a complete and cohesive brand identity, ready for launch across digital platforms.
The social media presence reflected a consistent tone of escape, comfort, and exploration, helping position the brand as a lifestyle offering rather than just a service.
Although the initiative was later discontinued at a business level, the foundation demonstrated how the brand could scale into a strong experiential offering.
Building Something You Believe In
This project remains one of my most meaningful experiences, as it allowed me to take full ownership, from concept to execution.
It taught me how to translate an abstract idea like “escape” into a tangible brand experience across identity, content, and communication.
Working closely with the team at Settl made the process collaborative and enriching, and it played a key role in shaping how I approach branding today not just as design, but as experience and storytelling.
