Sun International
Digital Design System (DDS)
A design system built to optimize the creative production process - proven to be cost-effective as well as valuable in producing integrated communication across various media touch-points, whilst promoting effective brand development.
The challenge:
In 2015, Sun International commissioned a branding agency to create an identity system that unifies the properties whilst retaining their unique and individual flair. Through extensive work they came up with the Sun International Ways:
However, to date, this system has largely been underutilized and unused, with only one property effectively utilizing the system.
The Digital Design System encompasses many of the key aspects to convey tone, identity and character whilst keeping information engaging and enjoyed.
We set about creating a large gallery of patterns, textures, and colour palette that gives personality to each segment in design system.
The Solution:
The key to the Digital Design System is the Economy of Scale aspect. By sticking to our core branded templates with elements that excite as well as inform, we are able to create stronger brand awareness and memorability, whilst being able to create many pieces of content in a shorter time.
Output:
The Digital Design System enables quick output to a variety of platforms, whilst leveraging rich media in the form of video
(Video has been proven to be one of the most engaging content types even within our own platforms, for higher income users.)
The DDS does not replace the need for powerful ideas and creative, but rather optimizes our communication allowing Fusion to assist in solving greater business challenges and problems, using creative problem-solving, UX principles and innovation.
Client Sun International - Carnival City
Agency Fusion
Creative Direction - Adrian Duffin | Art Direction - Jacobus Faber | Copy - Zola Mehlomakulu | Animation - Kyle Goulden & Kabelo Tsoako
