M35 were commissioned to develop the new brand identity and wider graphic system for Exceptional ALIEN, a global community of inspiring creators who love creativity and travel. The platform was conceived with the belief that, now more than ever, celebrating diverse perspectives of our world will shape a better future. Each feature provides a unique global perspective on creativity in different cultures, with helpful nuggets of information including spots to visit, eat, drink, people watch, daydream and explore.

As part of a wider strategic focus, M35 was commissioned to reimagine the brand across all touch points, including a strong focus on social experiences. With the strategic insight that “Creativity takes you places” at the heart of the Exceptional ALIEN narrative, the new brand was built on a dynamic identity system that leverages the “international typographic style” synonymous with travel.