The idea of traveling overseas is meanwhile less intimidating and more accessible for many Koreans. However, organizing a trip is a tedious task, with travelers forced to sift through a clutter of information and prices. Yellow Balloon, one of the leading travel agencies in Korea, wanted to infuse their CI with their core value, that travel can be easy and approachable, and bring back the thrill of planning for a trip. The graphics of a yellow balloon on a white cloud sends a light, friendly message. The transformable cloud also stimulates the imagination by morphing into shapes representing popular countries to visit.