Brand Guidelines
This guide defines the visual identity, design principles, and communication standards that shape every Ask A experience. It serves as a foundation for consistency, clarity, and excellence—whether used by internal teams or our merchant partners.
Ask A is redefining modern hospitality. Built on innovation, precision, and a deep understanding of meaningful travel, we empower our partners and travelers to connect with the world through curated, elevated experiences.
From our color system and typography to tone of voice and imagery, these guidelines ensure that every interaction with Ask A reflects our values of expertise, trust, and sophistication. Whether designing digital platforms, marketing materials, or partner content, each touchpoint should embody the seamless, world-class standard that defines Ask A.
Contents
01 Brand Strategy
In the world of travel, experiences define value—yet too often, luxury feels impersonal, disconnected, or difficult to access. Travellers crave more than destinations; they seek meaning, comfort, and confidence in every journey.
Ask A bridges that gap—transforming how travellers connect with the world through innovation, precision, and exceptional service.
Born from the desire to elevate the art of hospitality, Ask A was created to deliver seamless, world-class travel experiences. Our mission is to empower discerning travellers and trusted partners alike, combining insider expertise with cutting-edge technology to craft journeys that inspire and endure.
Through curated recommendations, exclusive partnerships, and an unwavering focus on personalisation, we bring sophistication and simplicity together—making every moment feel effortless.
At Ask A, we don’t just design travel experiences—we redefine what hospitality means in the modern world. Because when every detail is intentional, every journey becomes unforgettable
02 Personality
Ask A’s voice embodies the spirit of modern hospitality — refined, knowledgeable, and genuinely human.
Every word we use should reflect trust, expertise, and warmth, inviting travellers and partners alike into a world where exceptional service feels effortless.
Through clear and considered communication, we make luxury approachable and technology personal. Our tone is confident but never distant, sophisticated but never cold. We speak with authority, empathy, and precision — ensuring every interaction feels seamless and reassuring.
Refined
Confident
Trustworthy
Welcoming
Tone & Voice
Our Vision: why we exist
To redefine modern hospitality through innovation, personalisation, and meaningful experiences.
Our Mission: what we do
We empower travellers and partners with seamless access to world-class experiences and exclusive benefits.
Our Promise: how we help
We make luxury effortless — connecting people, places, and possibilities with care and precision.
Sample Copy
Where Hospitality Meets Innovation
With technology that empowers and service that inspires, Ask A is redefining what it means to travel well.
Partners in Excellence
Our network of global merchants and premium partners brings travelers exclusive access to the world’s best — from wellness retreats to fine dining and beyond.
For the Discerning Traveler
From tailored itineraries to on-the-ground support, we ensure every detail feels effortless and personal.
Travel, refined
We believe great journeys aren’t just about destinations, but about the moments that make them unforgettable.
03 Logo
The Ask A logo represents clarity, precision, and elevation. The upward “A” mark symbolises progress and aspiration — reflecting our mission to redefine modern hospitality through innovation and expertise.
Its clean geometry and balanced form convey trust and sophistication, ensuring the brand feels timeless, confident, and distinctly recognisable across every touchpoint.
Primary Lockup
Clearspace
x
1.6x
x
y
y
0.3y
Partnerships
04 Color
Ask A’s color palette captures the balance between innovation and refinement.
Our tones reflect modern hospitality — calm, intelligent, and timeless. The palette brings together soft warmth and cool precision, creating a visual identity that feels both luxurious and approachable.
Together, these colors convey trust, clarity, and sophistication — ensuring Ask A stands apart as a leader in world-class travel and hospitality.
Primary Palette
Forest Teal
Hex: #446732
Ivory White
Hex: #F8FAF0
Mist Green
Hex: #D8E7CB
Fresh Mint
Hex: #C4EFAB
Secondary Palette
Cedar Brown
Hex: #745B0C
Golden Sand
Hex: #FFDF92
Stone Beige
Hex: #EDE8DA
Harbour Blue
Hex: #386667
Sky Tint
Hex: #BBEBEC
Midnight Black
Hex: #191D16
Charcoal Grey
Hex: #74796D
Cloud Grey
Hex: #D9DBD1
05 Typography
Ask A’s typography blends sophistication with clarity — a balance between innovation and timeless hospitality. Our type system reflects the brand’s core values: precision, approachability, and world-class expertise.
Primary Sans-Serif (Rethink Sans Reg) is a clean, contemporary sans-serif chosen for its versatility and legibility. Its geometric precision and subtle softness make it ideal for digital interfaces, product design, and brand communications — expressing confidence and clarity across every platform.
Secondary Serif (Lora) is a refined, human touch to the brand. Its elegant curves and balanced proportions bring warmth and depth to headlines, storytelling, and editorial moments — perfectly complementing the modern structure of Rethink Sans.
Together, Rethink Sans and Lora form a distinctive pairing — modern yet classic, innovative yet approachable — reflecting Ask A’s commitment to creating experiences that feel both elevated and effortless.
Primary Typeface
Rethink Sans
Secondary Typeface
Lora
Sizing
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Ask A partners with global brands who share our vision of elevated hospitality. Together, we redefine what it means to explore — transforming journeys into experiences that inspire, engage, and endure.
Type Sizes 0–24pt/px
130% Leading
0% Tracking
Our experts work across the world to craft seamless experiences — connecting travellers to destinations, partners, and moments that feel meaningful. Through innovation and expertise, we turn exceptional travel into everyday reality.
Type Sizes 24–55pt/px
120% Leading
-1% Tracking
Whether it’s a tailored itinerary, a private escape, or an exclusive partnership, we create journeys that move beyond expectation.
Type Sizes 55–72pt/px
110% Leading
-2% Tracking
Ask Less, Discover More
Type Sizes > 72pt/px
100% Leading
-2% Tracking
06 Art Direction
Ask A’s photography reflects modern hospitality — calm, refined, and human.
Images should feel authentic, naturally lit, and elegantly composed, celebrating the beauty of real moments and curated experiences.
Clean & Elevated
Photography should capture calm, well-composed environments with soft natural lighting. Focus on open spaces, elegant interiors, and thoughtful details. Avoid clutter, heavy contrast, or overly stylised props.
Human Connection
Images should feel genuine and warm — people sharing meals, chatting with hosts, or enjoying quiet moments of comfort. Expressions should be natural and relaxed, conveying trust and ease.
Modern Indulgence
Photography should highlight the beauty of detail — a plated dish, a glass of wine, soft textiles, or candlelight. Keep compositions minimal and lighting warm but balanced. The goal is to express luxury through restraint.
Journey & Atomsphere
Capture the feeling of movement and anticipation — arrivals, transitions, and calm travel moments. Focus on natural light, open space, and subtle motion.
Technology with Intention
When technology appears, it should feel seamlessly integrated — a traveler using a digital concierge, a host managing reservations on a tablet. Technology should enhance human experience, not dominate it.
