Join the Play
Category: Brand & Identity Design
Tools: Miro, Photoshop, Figma
Contribution: Ideation, Research, Website/Environmental Application Design
Our Goal
The aim of this project is to create a refreshed brand identity for Zealandia:
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to give new energy to the brand so that current and lapsed customers are encouraged to revisit and/or engage with Zealandia and it’s environmental and educational goals in new ways.
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to attract new audiences to the sanctuary and its activities.
In the first part we need to the draft rebranding strategy and conceptual direction based on user and brand analysis.
Process
User Research
We focus on 2 key audience groups: the wellington locals and the tourist.
Brand Positioning
We figure out that Zealandia offers solution for the shared needs/barriers: the ever-changing attractions, immersive experience and convenient location.
Rebranding strategy and direction
The central proposition of our rebranding strategy is to showcase Zealandia's diverse beauty at different moments, portraying it as a natural stage. Through the appeal of seasonal changes, we aim to make the experience more engaging and shareable, encouraging our audience to revisit.
Audience
We'd like to encourage current customers to revisit Zealandia as well as attract new customers to engage.
Locals
Tourists
Brand Core
Join the Play.
Colourful
Vivid
Thriving
User Journey
We planned a day trip to Zealandia as primary research to experience the real user journey and here's the draft flow.
Applications
Posters: A set of 5 posters, including a main visual poster and 4 seasonal session posters.The main poster establishes the theme of the set, guiding the audience expectations and drawing them into the overall narrative or concept. Considering our primary audience—Wellingtonians, posters that appear in their routine locations, such as bus stops, will easily catch their attention. The vivid colors and dramatic emotive imagery together create an unforgettable first impression.
Social Media Ads: A set of Instagram ads, including posts and stories in Instagram. Social media channels are the most effective way to engage our target audience, providing timely updates on ongoing seasonal and daily attractions, as well as share-worthy activities.
Interactive Installation: An interactive board will be placed in bustling city spots like the waterfront and Cuba Street to attract passersby during their weekend walks. The interesting part of this installation is that it simulates the narrative of Zealandia as a natural stage. When someone walks beside the screen, they will see themselves as an animal on the screen and become the main character of the stage. This installation aims to engage locals during their leisure weekends with a fun and shareable experience, increasing brand awareness. Additionally, the interaction strengthens Zealandia's connection to the local community and helps build a deeper brand identity and story.
EV Charger: Our motion ads are designed to reach Wellingtonians while they charge their electric vehicles. The brush background with vivid seasonal creature silhouettes gives our audience a hint of the leisure activities they can enjoy before and after a hard day’s work. Zealandia's excellent location also offers an advantage for E-Vehicle drivers who seek an immersive nature experience without traveling far. Furthermore, Zealandia's commitment to sustainability makes advertising at charging stations an effective way to promote awareness of sustainable transportation.
Website: The previous version of Zealandia’s website already contains lots of useful information. What we need to do is reorganize the content to give our audience a more navigable experience by sorting it into four seasonal categories that reflect our theme, and by creating an easier purchasing flow for those looking for an interesting experience.
Brochure: A traditional brochure with detailed information (map, things to explore) still plays an important role in facilitating audiences before and during their journey. When actually visiting Zealandia, mobiles and websites are not enough. An all-in-one brochure is easy to carry and will be a big help when the mobile signal gets weak.
Free Shuttle: The free shuttle provided by Zealandia serves as a transit advertisement targeting our primary audience: the locals. A shuttle timetable will be available at the I-site to inform visitors about the times they can travel to Zealandia.
Signage: We redesigned the signage with vibrant colors, a bold typeface, and a clearer layout to highlight the important information about species in Zealandia for our visitors.
Ending Board: At the end of the journey, a motion ending board will be placed at the exit/entrance to encourage visitors to revisit Zealandia. The design of the board reflects the interactive installations, creating a cohesive and complete experience to the audience.
Overall Learnings
The project allowed us to create strategy and conceptual direction through user analysis and brand analysis using various of tools (empathy map, brand pyramid, etc.). During the research and draft idea stage we realized the importance the image and identity service the brand core. Also, the field research of user journey wider our vision
and gave us undiscovered design potentials. In the refine stage our developed visual direction kept part of our outcomes in the previous version, but evolving by using elements that reflects the motivation of revisiting to Zealandia by our primary audience -The Wellingtonians. Meanwhile we also provide solution through different channels to attract new audiences-The Tourist.
The final outcomes reflect to our central proposition of ‘Join the Play’ was a creative interpretation of Zealandia—
Te Māra a Tāne’s offerings and provided a solid foundation for building a brand identity. This was successfully translated through the graphic reference to the theatre – and the toolbox of shapes, imagery and colours provided a flexible system that works on both a visual and conceptual level. Our range of touchpoints was carefully considered, addressing the relevant needs to promote and facilitate (push and pull) throughout the user journey. A range of mediums were exploring and considering the applications of the brand identity across digital and
physical environments.