The Tramway Journeys - 8K Special

Branding & Design for NHK Documentary Series

Client: NHK
Production company: NHK Cosmomedia Europe
Creative & Visual design: Visionesque

*Background photos and text descriptions differ from the actual documentary.

For the documentary branding, the client wanted to get away from the common travel documentaries, and the objective was to illuminate immersive travel experiences and cultural insights without becoming a standard tourist guide. We developed a design that reflects elegance and humanity. We designed each episode with a unique style symbolising each city's character. We built a guideline for visual consistency and creative flexibility. The series became a long-form and continued to air for over a year as the signature documentary, and the production achieved NHK's highly commended award in 2019.

The documentary series "Tramway Journeys": 24 episodes that feature over ten European countries. The immersive 8K (UHD) experience travelling cities by traditional and modern trams. It targets viewers are who were into "beyond tourism, experiencing luxury, the local atmosphere, humanity, and secret history.

Unlikely a standard tourist TV program with generic infographics, the story captures details of the tram journey and features real people, community, daily life, and it creates immersive travel experiences and shows cultural insights. We also researched many liberal travel journals, including high-fashion magazines' travel guides. We designed the style including elegance, relaxation and humanity, and texturised it in a fashion illustration style with watercolour, representing elegance and warmth. We used real watercolour painting, so each episode had a unique style symbolising each city's distinctive character.

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We built a design system, keeping style consistency and flexibility to express uniqueness to each episode and unify the branding throughout 24 episodes. We delivered design templates and support for in-house productions to maintain design consistency.

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