Splendid Sumbawa was launched as a social impact initiative by Amman Mineral to revitalize the island’s tourism identity. Despite its immense natural beauty and cultural richness, Sumbawa remained an under-the-radar destination for most travelers. Our goal was to unify the island’s diverse spirit into a single, cohesive brand narrative—”The Light of Sumbawa”—drawing inspiration from traditional weaving patterns to create an approachable and inspiring invitation to the world.
THE CHALLENGES
The primary hurdle was creating a distinct positioning that could compete with neighboring islands while highlighting Sumbawa’s unique, pristine coastline. We needed a strategy that translated sustainable tourism into a communication strategy that resonates with adventurous travelers. We solved this by developing a vibrant visual identity and a strategic tone of voice that shifted the perception of the island from a remote stopover to a premier destination for cultural and natural exploration.
