Email:

ar.akashranjan@gmail.com

Email:

ar.akashranjan@gmail.com

Email:

ar.akashranjan@gmail.com

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Surguja Sambhag Pariyatan Paripath

Reimagining Tribal Tourism Through Design, Culture & Community

A New Life of Discovery Through Tribal Tourism

A New Life of Discovery
Through Tribal Tourism

Designing Visibility, Identity & Impact for a Forgotten Destination

This wasn’t just about building awareness. It was about transforming a quiet tribal district into a culturally resonant tourism experience. I wanted travelers to feel the story of Surguja before they even arrived.

Designing Visibility, Identity & Impact for a Forgotten Destination

Project Overview

Surguja had all the ingredients: heritage, nature, craft, and culture, yet lacked a connective thread. I stepped in to design a cohesive identity system, rooted in local emotion yet built for modern visibility. My goal was to ensure the circuit looked as memorable as it felt on the ground.

Problem Statement

The region was suffering from poor branding, lack of recognition, and fragmented visitor experiences. Tourists were unaware of what Surguja had to offer, and even locals didn’t feel part of a larger tourism story.

I saw this as an opportunity to build clarity, emotional connect, and place identity across every touchpoint.

Industry

Tourism

My Role

Lead Designer

Touchpoints

Brand Identity

Tourism Collaterals

Public Space Design

Timeline

Sept 2022 - Dec 2022

Personas

Alene Mathew

Student

“I like to explore places that are not already all over Instagram.”

Age: 22

Location: Delhi, India

Tech Proficiency: Moderate

Gender: Male

Goal

Discover culturally rich, lesser-known places

Stay informed about local customs and safety

Capture meaningful moments worth sharing

Frustrations

Lack of structured travel information

No sense of safety or booking reliability

Feels tribal areas are disconnected from digital platforms

Mr. Chauhan

Tourism Officer

“I want tourist to feel safe, informed, and excited about tribal heritage”

Age: 36

Location: Raipur, Chhattisgarh

Tech Proficiency: High

Gender: Male

Goal

Raise tourism awareness for lesser-known districts

Ensure consistent branding and clear messaging

Improve facilities that encourage longer stays

Frustrations

Hard to market without a visual identity system

Local destinations feel too isolated in public perception

Tourists don’t trust “tribal” zones as safe or exciting

Process

1. Discover & Immerse

Researched tourism patterns and uncovered how Surguja was missing from key domestic travel circuits

Identified emotional gaps between government messaging and actual traveler interest

Created user personas to reframe tribal tourism as rooted in culture, not raw or undeveloped

1. Discover & Immerse

Researched tourism patterns and uncovered how Surguja was missing from key domestic travel circuits

Identified emotional gaps between government messaging and actual traveler interest

Created user personas to reframe tribal tourism as rooted in culture, not raw or undeveloped

1. Discover & Immerse

Researched tourism patterns and uncovered how Surguja was missing from key domestic travel circuits

Identified emotional gaps between government messaging and actual traveler interest

Created user personas to reframe tribal tourism as rooted in culture, not raw or undeveloped

3. Design & Translate

Built a modular identity system that visually connected all destinations within the circuit

Conceptualized a café-inspired architectural hub to serve as both a landmark and an info point at each location

Designed cohesive visual assets such as brochures, signage, and merchandise to tell a unified brand story

3. Design & Translate

Built a modular identity system that visually connected all destinations within the circuit

Conceptualized a café-inspired architectural hub to serve as both a landmark and an info point at each location

Designed cohesive visual assets such as brochures, signage, and merchandise to tell a unified brand story

3. Design & Translate

Built a modular identity system that visually connected all destinations within the circuit

Conceptualized a café-inspired architectural hub to serve as both a landmark and an info point at each location

Designed cohesive visual assets such as brochures, signage, and merchandise to tell a unified brand story

2. Define & Frame

Developed a narrative foundation focused on local pride and the logic of the tourism circuit

Established brand pillars based on symbolism, journey flow, and user intent

Structured the overall experience across identity, communication, and physical space

2. Define & Frame

Developed a narrative foundation focused on local pride and the logic of the tourism circuit

Established brand pillars based on symbolism, journey flow, and user intent

Structured the overall experience across identity, communication, and physical space

2. Define & Frame

Developed a narrative foundation focused on local pride and the logic of the tourism circuit

Established brand pillars based on symbolism, journey flow, and user intent

Structured the overall experience across identity, communication, and physical space

4. Validate & Refine

Landmarks and identity elements were officially adopted across all points in the circuit

Saw a 28% increase in tourist engagement, with measurable uplift in local sales and stays

The model is now being considered for replication in other tribal tourism zones

4. Validate & Refine

Landmarks and identity elements were officially adopted across all points in the circuit

Saw a 28% increase in tourist engagement, with measurable uplift in local sales and stays

The model is now being considered for replication in other tribal tourism zones

4. Validate & Refine

Landmarks and identity elements were officially adopted across all points in the circuit

Saw a 28% increase in tourist engagement, with measurable uplift in local sales and stays

The model is now being considered for replication in other tribal tourism zones

What Changed on the ground

What Changed
on the ground

Brand consistency and circuit adoption through a modular visual identity.

Spatial branding and destination anchoring through modular landmark structures.

Improved traveler navigation through structured brochures, maps, and on-site materials.

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Visuals to Touchpoints

From handcrafted goods to travel essentials, the design system translates seamlessly into everyday items and keeping the brand’s essence intact while serving real-world use.