The Client

Tairāwhiti Gisborne is the first place in the world to see the rising sun. World-famousfor its award-winning wines, spectacular surf beaches and Maori culture, this travel destination sits on the eastern edge of New Zealand’s North Island. The Tairāwhiti Gisborneregional tourism organisation (RTO) is responsible for driving awareness of this visitor destination, both nationally and internationally.

The Brief

Tairāwhiti Gisborne engaged the services of Maverick Digital to help promote the region as a domestic travel destination. I have worked closely with Maverick Digital for many years, providing design support for many of their clients’ projects.

Tairāwhiti Gisborne required online display adverts, downloadable PDF assets and Mailchimp templates. The organisation needed two different design sets, to target two different markets: young adventure seekers (YAS, aged 20 – 30) and cultural explorers aged 40 – 65. The aim was to entice the right audiences to the website and to help curate an email list for direct mail promotion.

My Approach

Tairāwhiti Gisborne is a beautiful location, so I made sure my designs placed focus on the gorgeous brand images. The organisation had existing brand guidelines, so I ensured that all designs met these specifications and sat comfortably alongside existing brand collateral.

I chose contemporary, readable typography for both design sets. The YAS design set featured ‘rough’ edges and hand-drawn doodles which were scanned and digitised, to evoke the raw beauty and laid-back atmosphere of the region. The design set tailored to cultural explorers was cleaner and simpler, to evoke the more sophisticated side of Tairāwhiti Gisborne, and to be in-line with the typical tastes of this age bracket.

The Impact 

The RTO’s brand team were impressed with the two design sets. They have reported a marked increase in both domestic visitor and international visitor growth within the last year.

Skillset

• Graphic design (Photoshop)

• Image retouching (Photoshop / Lightroom)

• Illustration (traditional pen and ink, finished in Illustrator)

• Email design (Mailchimp)

• E-Brochure design (InDesign)

Free Consultation

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