Modernizing Laayoune's Brand: A Tourism-Focused Approach
How can we design a new branding Identity that create a versatile strategy tailored for tourists, investors, and locals.
Client
Province of Laayoune
Senior Project
Duration
4 months
Introduction
In crafting the visual identity for Laayoune city, our approach transcends typical tourist communication to create a versatile strategy tailored for tourists, investors, and locals. While engaging advertising remains crucial, our process centers on developing a functional design system deeply integrated into the city's institutions and daily life.
This system fosters seamless communication among the local government, district offices, and subordinate institutions, extending beyond external promotions to internal and community interactions.
The proposed visual identity serves as a unifying element, ensuring consistency across platforms and reflecting Laayoune's cultural richness and folklore. This comprehensive branding initiative aims to appeal to tourists, attract investors, and foster a sense of pride and connection within the local community.
Current Logos
Problem
A long-standing problem with the creation of a functional and consistent system of visual identification and a graphic sign that would become the official symbol of the city. One of the main problems is the use of the elements used in the logo such as the crown, the waves and animals. Which through numerous and detailed patterns created problems with readability and transparency on various levels.
Solution
Creating a main sign that will be a symbol for promoting and depicting the city’s identity. Presenting the most important things that the city has. History, tradition, architecture, Nature, society – these are the main elements that influence the existence and definitions of the city. An additional goal was to keep the corporate identity system simple, neat and universally replicable and expandable.
Logo Versions
In our comprehensive branding strategy for Laayoune City, we've devised a versatile logo solution tailored to appeal to distinct audiences—Tourists, Investors, and Local residents. By incorporating different titles and colors, we ensure the logo seamlessly integrates into various sectors.
For the Tourism sector, the logo proudly displays "Visit Laayoune City" accompanied by an energizing yellow, evoking a sense of vibrancy and excitement. Investors are targeted with a sophisticated "Invest Laayoune City" paired with a trustworthy blue, symbolizing the city's growth potential and reliability for investments.
For the Local community, we present a warm and inviting "Discover Laayoune City" alongside a comforting orange, fostering a sense of familiarity and pride among the residents.
Pictograms
Our innovative concept involves creating pictograms that closely resemble real-life landmarks, ensuring immediate recognition and understanding for our diverse audience.
By mirroring real-world elements, we aim to enhance user comprehension and engagement, providing a unique and memorable visual language that seamlessly integrates with the city's identity.
The pictograms are based on the shape and elements of the main Logo sign, so they relate to the visual identification system.
Illustrations
In a visual ode to Laayoune City's cultural richness, our series of four illustrations encapsulates the essence of local life.
Inspired by the distinct elements of traditional clothing, intricate embroidery, the harmonious coexistence of nature and urbanity, and the unique architectural style, these illustrations collectively paint a vivid picture of the city's multifaceted identity.
Each piece contributes to a visual narrative that celebrates the cultural diversity and unique charm of Laayoune, offering a compelling glimpse for locals and a captivating allure for visitors and potential investors.
Brochure and Map Design
In our strategic approach to designing brochures for Laayoune City, we've tailored three distinct versions to cater to the diverse needs of Tourists, Investors, and Locals. Each brochure shares a common artistic map on the back, featuring street and neighborhood names, as well as pictograms highlighting renowned destinations.
