Ueno Brands The ‘Untourist’ Travel App

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Dorsia is the new travel app for “untourists” — non-conformists — and it is the newest project to come out of Ueno’s design laboratories in New York and San Francisco. Founded by Andrew Armenante, a self-described flâneur and man-about-town, the Dorsia app uses “fancy algorithms” to identify “the places where everybody wants to be before everybody wants to be there — providing users with an always up-to-date source of safe spaces to descend upon.” The app currently covers 15 global metropoles and is rapidly expanding.

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At the heart of Dorsia is the belief that every city has a secret, its own rhythm, its own secret handshake, and that finding it is what makes a city worth visiting. Ueno’s branding “aimed for a strong brand that won’t do as it’s told — a bourgeois punk, a real square peg, exemplified by the ‘pinkies up’ logo and the tragically hip, slightly naive, wordmark to go with it.”

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And since a travel app requires a lot of photography, Ueno deployed a strategy of curated user-generated images from Instagram and paired them with complimentary city illustrations.

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