Sharing the Mohawk spirit was central to the brand, and that happens through rich and deep storytelling. The art direction for the Akwesasne Travel brand was Indigenous-led by a local Mohawk artist, and creative direction was co-created. Together, a traditional yet stylized glyph of a Mohawk man welcoming visitors to Akwesasne through movement and speech was created to represent the nation and its surroundings characterized by water and natural beauty. Complementary glyphs were designed to tell layered stories about craft and the land through visuals.