Destination Branding of Kuching Golden Triangle
Destination Branding & Illustration
/
Every tourism destination is seek to attract more tourist due to the increasing competitiveness of tourist markets. Destination branding is not yet fully used in the tourism sector of Kuching despite of it advantage. This study aims to investigate the branding perspective for the case of Kuching Golden Triangle based on a model of tourist destination branding as branding constructs.
Exploration on the cat icon and Dayak motif
Exploration on the cat icon, Dayak motif and initial K.
Exploration on organic and geometric Dayak motif and pattern.
Exploration on the cat icon and Dayak motif
Problem Statement
• Tourism marketing associations in Kuching have no awareness with the concept of destination branding.
• Kuching city has gone generally calm as its customers are pulled away by the modernisation throughout the rest of city.
• The identity that Kuching projected in the current tourism print campaign is not solid and without specific direction in conveying the Kuching Identity.
Objective
• To determine the destination brand image of KGT.
• To identify a brand identity that is typically used for destination branding for the case of KGT.
• To create and provide the responsible sectors the latest and suitable destination brand design in reflecting and promoting KGT.
Introduction of Kuching Golden Triangle
The Kuching Golden Triangle area encompassing of Kuching Waterfront, Carpenter Street, Indian Street and Padungan is undergoing gradual changes into the business centre and has been transformed into the main vacation destination. The population has become a diverse community with a social mix through socio-economic factors.
Suitably called The People Place, The Kuching Waterfront (Green Zone), known as the People Place was constructed with offices for diversion, relaxation,
social satisfaction and art appreciation. While Carpenter Street and Indian Street (Yellow Zone) demonstrates that most of the buildings there still retain their original facade nowadays. Head to the east, Padungan (Red Zone) is a mainstream area for the individuals who lean toward a relaxing atmosphere where they appreciate variety of choice for food and beverages from the bistros and lounges.
The KGT brand aims to promote the Golden Triangle area as a destination that is the hub of modernisation and heritage-both for the local and wider community. The KGT brand is an opportunity to unify the precinct and help build a strong community spirit. The objective of the brand is to resuscitate the old segment of Kuching through which every marketing, public relations activity and customer interaction embodies a unified vision of fresh energy, revitalisation, professionalism and character which consistent with the businesses and local residents that live in Kuching City.
/
The Kuching Waterfront's floor tiles are my main inspiration behind the design of the logo. Take a stroll and you will simply amazed by the meticulous details of the pattern which make this quarter so distinctive and memorable.
Logo Inspiration
Introducing the KGT BRAND
Celebrating our people,
our culture, our heritage
& our future
Our new KGT Brand Mark celebrates the pride of Kuchingites. A pride based on diversity, living culture and transformation; a forward thinking community who sustain heritage.
Logo Concept
The KGT Brand Mark is inspired by the figure of cat-the icon of Kuching* City.
It denotes the senses of cat, which reflects the Kuchingites spirit. The repetition of elements is what create the KGT Brand Mark, which evoke the authenticity essence of KGT.
*Kucing in local language means cat.
Brand Colour
The colours used in the KGT Brand Mark have been inspired by the multitude of natural wonders found across the city. From the Sarawak River to the land of Legacy Square.
Brand Motif
The brand motif creates the visual identity which applied on different printed and online medium. Out of the elements of the logo I can create infinitive new forms, symbols and patterns.
Icongraphy
The related icongraphy for KGT Brand provides each landmark a simplified icon for online, web and mobile apps purpose. Monostroke and coloured version is applied based on the background/medium to give maximum visibility.associated with KGT Brand.
Visual Identity
A system of visual identity are used by KGT to be identified and differentied from the other area of Kuching.Colour, tagline and brand motif can be used to great effect to generate interest and appeal across the market sector.
It gives KGT a vibrant old charm which is exactly how the citizen perceived. The usage of motif is playful and the application of colour on different medium is strikingly charming.
Tourism Ads
Tourism posters are used to promote and develop historical dimension of the destination to segmented audiences and include: architecture, building, landmarks.
Wayfinding System Design
Tourist information guides promote and provide information of the museums and city highlights found in KGT.(Information such as it history, year built, operation hour)
Wayfinding and signage convey information clearly in which people orient themselves in physical space and navigate from place to place in Kuching Golden Triangle.
Street Furniture
Logo style street furniture with rotating elements
Promotional Merchandise
Merchandise such as promotional items, products, gifts is to attract, engage, and motivate the customer towards making a purchase as well as to promote Kuching Golden Triangle.
Website & Mobile Apps
Website are used by KGT to promote and provide information of any attributes in Kuching Golden Triangle, from it breathing history, captivating culture to surprising nature.
Brand Manual
This document outlines the design guidelines for KGT’s Brand Mark and associated brand elements. The contents of the guidelines cover all elements of the brand required for its consistent and most expressive application.
A Final Year Project closest to my heart is what I couldn't be happy to ask for more.
The numerous recognition I achieved mark a sign that I have fulfilled my satisfaction to the fullest extent. After all, it is my beloved hometown, Kuching, which make me wholeheartedly in love with this project leading to the final outcomes!
It expresses diversity, living culture and transformation; a forward thinking community who sustain heritage. Menua Kitai! I LOVE KUCHING! ;D
______
THANK YOU
Selected Finalists are invited to the CIPTA Art Exhibition and colloquium. I was excited!
I am honoured to win the title of Best Branding Project and first runner-up for colloquium. Prom King title as well. Oops xD
I am honoured to win P.Ramlee Chair Award by PETRONAS among the art faculty of 600 students. Weeee~ I am beyond overwhelmed!!
Selected Finalists are invited to the CIPTA Art Exhibition and colloquium. I was excited!