Case Study – Tourism wa & tafe
Sunset Coast
WA Tourism needs a rebrand for a popular, but confused WA tourist destination.
DISCOVERY pHASE – brief & RESEARCH
Intial Brief
Tourism WA approached us to develop a brand solution for the identity of the Sunset Coast, an area stretching over 50 kilometres encompassing the Cities of Stirling, Joondalup and Wanneroo.
In this project issued by North Metropolitan TAFE, we were to assist a fictitious client who owns and operates a small business in Perth, with little or no experience in working with a graphic designer and without a written brief.
As an already established brand it was important to understand what Sunset Coast was with the client, Tourism WA, In a session with Tourism WA. In a session with Tourism WA, we managed to get a better understanding of Sunset Coast’s brand voice, their established colour palette and their target audience – parents of young families and outdoor adventure seekers.
ABOVE some of the brand words given for the brief.
ABOVE colour palette given by Tourism WA during the initial brief workshop.
Objective
With no consistent brand for Sunset Coast, and mixed understanding of what or where the Sunset Coast is, the area was in need of a clear, strong strategic brand that would set it apart from competing tourist locations.
Target Audience
Parents of young families & outdoor adventure seekers.
Stylistic Requirements
The brand had to adhere to existing brand colours and visually communicate the brand personality, given by the Tourism WA crew in the form of a collection of brand words.
Technical Requirements
Branding must be able to be applied to various marketing materials such as posters, billboards, websites and possibly combined with other logos.
DESIGN PHASE – CONCEPT DEVELOPMENT
Typography
Typography would be the most important detail to communicate the brand – as such I explored wide and extended fonts which give a sense of space and relaxation, as well as retro fonts trying to strike a balance between mood, personality and legibility. Understanding that this would be something for the general public, I knew that accessibility would be especially important.
DESIGN PHASE – CONCEPT DEVELOPMENT
Digital Iteration & Exploration
Early ideas and sketches were inspired by the setting summer sun on our ocean – a unique attraction of the sunset coast. Typography follows this concept – initially bold, slightly irregular, retro fonts were chosen to communicate the feeling of being on holiday.
Ideation allowed me to explore and discard ideas that weren’t working. I eventually moved away from the setting sun idea to a more typography based solution.
ABOVE Some of the above solutions felt too busy, cliché or unrefined and were thus discarded.
ABOVE The grainy effect interfered with the text on some of these logos, making it hard to read.
DESIGN PHASE – CONCEPT DEVELOPMENT
Lens Flare Concept
Inspired by a member of our target audience, the Instagram Mum, I began to explore the use of lens flares in the logo, using the brand colours to create interesting combinations that could become a flexible brand language across the Sunset Coast campaign.
HANDOVER PHASE – CONCEPT APPLICATION
Final Logo Solutions
By creating two main logos for day and night, Tourism WA could cater for the two different audiences – families and adventurers who visit the Sunset Coast during the day and couples and young adult crowd who visit the Sunset Coast during the evening.
Tourism WA had expressed that people are unware of the Sunset Coast’s variety of seasonal attractions, especially in the winter months, I did variations on the main logo for each of the seasons reflecting colour combinations within the colour palette that would reflect the individual seasons. This also answered the brief requirement for a flexible campaign that could work for a number of applications and grow with the Sunset Coast brand.
Day
Night
DESIGN PHASE – CONCEPT DEVELOPMENT
Website Application
The suggested website application for the brand rollout.
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