Touristic Identity Proposal

Created back in 2015 as part of my brand identity thesis, "It's just Serbia" is my personal attempt to re-introduce the country as a possible touristic destination. Inspired by the natural beauty of the country and her cultural heritage, the identity targets a younger audience inviting them to Explore, Discover and Experience Serbia. 


Every part of the identity is based on a part of Serbian culture and history. Starting from the logo which is based on Serbian Cyrillic script, to the colors and patterns interpreted from the traditional embroidery.


Logo, Identity System, Color Scheme, Concept, Direction, Applications.

Completed: 2015

It's Just