Media & Culture
Imago Editorial · July 30, 2026 · 6 min read
Notes from a team spread across four cities on building brands that travel well.
Our team works across Tokyo, Port Moresby, Oklahoma City and Guangzhou. That spread shapes how we see brands: what feels warm in one place can feel cold in another, and a colour that signals celebration here can signal something else entirely elsewhere.
Clarity travels
The brands that travel best are rarely the ones with the most decoration. They are the ones with the clearest idea, expressed through a few deliberate choices that read across languages.
Good cross-cultural design starts with listening, not with translation.
Questions we ask
Who will see this, and where? What does this colour, gesture or phrase mean to them? Which parts of the brand must stay fixed, and which can adapt to local context?
Answering these questions early lets a brand feel at home in many places without losing itself.