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.

The various designs that went behind the making of the logo.

As the graphic designer for this fictional tourism service that guides users through the dark web, I explored a range of logo concepts to visually balance mystery, anonymity, and curiosity. This image showcases the evolution of the White Rabbit logo—starting from playful and symbolic interpretations like the hidden face (Version 1) and the rabbit ears emerging from a portal (Version 2), to more abstract and refined silhouettes (Versions 3 and 4).

Each iteration was a step toward aligning the visual identity with the brand's tone: dark, intriguing, and slightly surreal. The Final Version embraces a full back view of the rabbit, subtly humanizing the character while keeping its identity hidden—perfectly capturing the theme of exploring the unknown with a sense of guided curiosity.

Two Samples of eariler designs for the postcard collection.

Greetings from the Dark Web: Designing Postcards from the Unknown

For this fictional tourism service offering guided journeys into the dark web, I explored a wide range of visual directions while designing the campaign’s postcards. I started with rough sketches that hinted at mystery and anonymity, then experimented with abstract, complex compositions bursting with color, glitch effects, and layered graphics to echo the chaotic energy of the dark web. Over time, I refined the approach—trimming excess elements and landing on a final design that feels both fun and eerie, yet visually clean and inviting. These postcards were meant to feel like souvenirs from a world you’re not supposed to visit.

Scroll below to view the evolution of the postcard designs and see how the concept took shape through each iteration.

Through the Portal: Poster Explorations into the Dark Web

Creating posters for this fictional dark web tourism service was a process of bold experimentation and careful refinement. Each version pushed the boundaries of visual storytelling—from cryptic typography and shadowy figures to glitch art and surreal compositions that hinted at the unknown. I explored various concepts to capture the tension between curiosity and caution, constantly revising layouts, color schemes, and visual motifs to align with the brand's mysterious tone. After multiple iterations and feedback cycles, the designs were ultimately narrowed down to two final posters—each selected for their ability to evoke intrigue and capture the essence of a journey into the hidden corners of the internet.

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.