Second Year
Project duration: 6 weeks
"Disaster. We're in the "love to visit someday" camp, beautiful sure, but nice, quiet, small, empty, sheepish, a sort of international wallflower."
-Kevin Roberts.
This campaign set out to create an honest, relevant identity for New Zealand to assert itself on the international stage. An identity that says we're here, we are more than you know, we are what's next. Not based on a pretty picture, or Lord of the Rings, or our clean green image, but a tangible solution that applied to the demographic of the experience-seeking millenial travellers.
The design solution was informed by an extensive research beginning that identified our strengths and weaknesses as a marketable country. This included misconceptions about our nation (a small island off Australia, sheep, "100% Pure") and continued to defining the characteristics of the chosen demographic (experience-oriented, seeking instant recognition/reward/gratification, fast-moving and focused on independence).
From this initial stage, a full campaign was developed around a word-find based logo, which encompasses the multi-faceted nature of New Zealand and simultaneously speaks to the target market.
Six logo adaptions were developed, with specific applications, to reinforce the brand ideals.
Logo
Poster series
Web Page
