Brief:
Recreate the brand of Tourism Australia
Intial Reaction:
Focus on setting a new tone for Tourism Australia. Use a play on words combined with handcrafted imagery to create something completely dfiferent. Keep in mind the idea of maintaining a theme that can be carried over from state to state and city to city.
Current branding
Idea:
Using coloured paper, recreate famous landmarks around the different states of Australia. Photograph the paper creations on brightly coloured paper, exemplifying the bright and vivid colours of Australia.
Examples of potential landmarks:
Ayers Rock, Sydeny Opera House & The 12 Apostles.
Matching the tone:
In order to match the tone of the imagery being used, the copy writing has to be left of centre. The use of puns working visual cues will be essential for creating a point of interest in the new branding.
Ayers Rock (uluru) image reference
Typographic Style for new branding of "Australia"
Example of the copy writing style for the branding and advertisement campaign
Implementing the typography with the catchphrase/slogan
Studio Photography & Ayers Rock paper creation
2 different coloured poster options incorporating the branding and copy writing.
Side by side comparison
Landscape version of the poster for postcards
Using close ups and other shots of the paper creations, a 'standard' version of the Tourism Australia brand can be created, allowing the branding to release itself from a certain landmark and region
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Coasters and Travel Tags for baggage show a nice version of this approach
Behind the scenes & the process
