WHITE RABBIT

BRANDING

White Rabbit is a fictional travel agency that operates on the Darknet and specializes in online adventure tourism. They offer consulting services, customized travel arrangements, and packages for visitors to the Darknet. Their goal is to become the leading travel provider for those exploring the Web.

This project aimed to inform the public about the Darknet in a humorous but honest manner, without sugarcoating its content.

To showcase the agency in a fun manner, a gallery installation featuring real-life printouts, such as travel brochures, posters, and postcards, as well as a website to create the illusion that the agency is both real and virtual. The main website for the agency features several working websites within the Darknet, which can only be accessed through Tor. However, the website can still be viewed on other internet browsers, though there is a restriction to actually accessing the Darknet in real time.

DATE

2015-2016

ROLE

Graphic Designer

DELIVERABLES

Created a branding campaign by curating its typography, visual identity, and print materials—from posters to brochures—while also designing a website and a gallery exhibit to fully immerse audiences in its mysterious and unconventional experience.

White Rabbit is a tongue-in-cheek tourism campaign that turns the enigmatic darknet into a thrilling, comical, and visually captivating adventure.

CHALLENGES

Selecting typefaces that captured the mystique and intrigue of the Darknet while maintaining readability and aligning with the agency’s comical yet informative tone.
Creating a logo that visually represented White Rabbit's blend of Darknet exploration and whimsical tourism required balancing mystery, cyber aesthetics, and playful elements without being too cliché.
Establishing a visual identity that felt appealing, immersive, and on-brand while effectively communicating the concept of darknet tourism without alienating or confusing the audience.

GOALS & METRICS

Presenting complex and often technical information about the darknet in an engaging, digestible, and entertaining format across website content, brochures, and posters.
Ensuring the website and physical materials maintained a unified aesthetic while being functional, interactive, and intriguing for visitors.
Curating an immersive exhibit that not only informed but also entertained visitors, using visual storytelling, interactive elements, and printed takeaways to enhance engagement.
Developing a unique, on-theme souvenir that reinforced the concept of darknet tourism, leaving visitors with a lasting impression of their White Rabbit experience.