Tathra Eco Camp Identiteta Blagovne Znamke – avtor Amanda Dempster

Delo Tathra Eco Camp Identiteta Blagovne Znamke avtorja Amanda Dempster je izjemno cenjeni dobitnik prestižne nagrade 2023 Železna nagrada A' Design Award v tekmovalni kategoriji Grafično oblikovanje, ilustracija in vizualna komunikacija.

ŽeleznaGrafika· 2023

Tathra Eco Camp Identiteta Blagovne Znamke

avtor/ica: Amanda Dempster

Naročnik: Amanda Dempster

Dobitnik nagrade Železna nagrada A' Design Award v kategoriji Grafika

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Dizajn

O dizajnu Tathra Eco Camp Identiteta Blagovne Znamke

Po uničenju v uničujočih gozdnih požarih v Avstraliji je Tathra Eco Camp potreboval simbolično identiteto, ki je pripovedovala zgodbo o pomlajevanju, zgodovini in naravnem potopitvi. Lastniki so iskali apartma blagovne znamke, ki bi bil junak edinstvene zgodbe dežele, hkrati pa bi spoštoval njen kulturni pomen in njihovo zavezanost eko-turizmu. Nastali slog in predstavitve blagovne znamke odražajo naravno privlačnost kampa in se poklonijo prenovljeni pokrajini z ikoničnimi drevesnimi obroči in edinstveno barvno shemo, ki simbolizira rast, zgodovino in pomladitev destinacije.

Priznanje

O nagradi Železna nagrada A' Design Award

Tathra Eco Camp Identiteta Blagovne Znamke je prejemnik Železne nagrade A' Design Award, prestižnega priznanja, ki se podeljuje dobrim oblikovanjem, ki izpolnjujejo profesionalne in industrijske zahteve, pričakovane od dobro zasnovanih stvaritev. Prejemniki Železne nagrade kažejo veliko spretnost, visoko specializacijo, strokovno razumevanje in ustvarjalne zmožnosti svojih ustvarjalcev. Od Tathra Eco Camp Identiteta Blagovne Znamke se pričakuje, da bo visoko cenjena, občudovana in ljubljena stvaritev, ki je praktična in inovativna. To oblikovanje, nagrajeno z Železno nagrado A' Design Award, vključuje najboljše prakse panoge in ima kompetentne tehnične lastnosti, povezane s strokovnim znanjem in talentom. Zaradi svoje temeljitosti si Tathra Eco Camp Identiteta Blagovne Znamke zasluži spoštovanje in je zasnovan tako, da zagotavlja izboljšave kakovosti življenja, ki pomagajo narediti svet boljši kraj.

V ozadju dizajna

Komplet za medije

Zasluge, člani ekipe in tehnične podrobnosti, ki jih je posredoval oblikovalec.

Edinstvene lastnosti: Following their destruction by the Australian bushfires, Tathra Beach Eco Camp embarked on a rebrand to creatively tell their story of rebirth and to relaunch their destination with a new hope and identity. The new brand needed to reflect their unique story, their destruction and hope, their lands rich cultural and indigenous roots, reflect their intensive rebuild, and their commitment to a renewed eco tourism experience.
A unique identity that reflected the natural priority of the destination and the vivid history of the renewed landscape was delivered.
Dimenzije in embalaža: Comprehensive Brand Design Package & Products were designed, produced/printed & delivered, including:
Creative Concepts
Complete Style Guide,
Custom Designed Wordpress CMS Website,
Full Social media setup, launch
Social media ad campaigns & creatives
Social media launch posts campaign
Unique timer etched guest interactive digital guides
All physical signage
Branded promotional products & giveaways
Printed Stationery & Collateral
Oznake: Brand Design, Logo Design, Eco Tourism, Tathra Beach Eco Camp
Proizvodna tehnologija: A range of avenues were explored in strategizing the creative direction for the brand. Color psychology principles were researched for values related to relaxation and tourism, whilst considerations were also made to the local fauna, wildlife, and the colors and material selections made for the new buildings. This ensured and online/ offline consistency of guest experience across the brand and stay.
The insights gained were translated and realised into a cohesive brand design featuring the 'tree rings of life/history' - that spans across typical brand elements, a unique website, social media, advertising and other mediums.
Oblikovalski izziv: The challenges in creating this brand were multifaceted. Previously run as a caravan park, and tragically destroyed by the Australian bushfires, this created an opportunity for the new owners to reinvent the destination to deliver a new and unique experience for guests. Delivering a brand and creative strategy that paid tribute to the story of the location and honoured the cultural significance and history of the land, whilst also engaging new guests about the future was a great challenge.
Raziskave: In development and realisation of the strategy for this brand, a number of factors were evaluated: colour psychology values and their relationship to the brand values, competitor marques and identity to ensure unique placement and positioning, and the form, colours, materials and planning of the rebuilt physical spaces, buildings and physical landscape were considered to ensure a digital and physical consistency of brand and identity.
Inspiracija: With a rich story of rejuvenation following fires, this Eco Camp and Tourism Destination needed a symbolic brand that represented their various stages of history, their rich cultural connection, and the changes the physical landscape had endured.
The tree 'rings of life' were chosen as the symbol to represent the locations history of growth and rebirth, and to reflect the unique eco experience the destination delivers. In doing so the brand has been set apart from the traditional leaf or gecko icons commonly represented in eco tourism branding.
Trajanje projekta: The project started in Early 2021, with brand launched in July 2022 for pre-opening campaign to support December opening.
Potek delovanja: The resulting brand delivered a style of identity not before seen in the Australian Eco Tourism Space. The elements of the brand were adapted across various production mediums and in pleasing variations to meet form of purpose. Eg, high contrast ads and simple representation for physical signage, Contrasting variations and adaptions for visual interest on social media etc.
Patenti: Copyrights belong to Tathra Beach Eco Camp and Holiday Brands For Trademark (2021)
Člani ekipe: Amanda Dempster
Zasluge za slike: Photography Credits: Wes Alan & Tony Harrington (2021)
Illustration & Creative Brand Design Credits: Amanda Dempster (2021)