Client: Tiger Fishing Zambezi™

About Client:

Tiger Fishing Zambezi (TFZ) is a travel agency that focuses on fishing on the Zambezi river.

Deliverables:

Redesign the Zambezi River Map

Challenge:

The challenge was to redesign the Zambezi River Map. The Zambezi River runs through Zimbabwe and Zambia; also known where the Victoria Falls is situated. The map had to be easy on the eye, be adventurous and realistic.

Outcome:

Redesign the Zambezi River Map for the brochure, website and any large prints.

Phase 1: Strategy and Approach

Developing the strategy:

Looking at the old map it looked out dated and the text was small to read; especially the lodges and where they were situated. I researched for different labels, backgrounds and looked for photos of the different lodges and their safari and fishing photos.

Defining the Brand:

TFZ is a travel agency for fishing, they don’t have a Corporate Identity. My solution was use colours, fonts and images from past designs like mailshots and other marketing material. The main colours are used from the TFZ logo which are yellow, blue and black. The background from the logo is a sunset gradient and is a very popular element in our designs. The main style is a grungy and camping outdoors feel to the brand. This style emphasis being on holiday in the bush. Lastly the font used for the headings is called Decade and the font for cleaner and easy to read text is Gotham font family.

Understanding the User:

The users are people who want to go fishing and relax the whole day on the boats with their cold beers or cold drinks.

Positioning:

Redesign map to help clients see where they would like to go fishing.

Phase 2: Brand Refresh

Map Design:

The background colour is a natural dusty brown much alike when you travel on dirt roads.

For the main colours I used yellow, a hint of red and a hint of blue. The yellow, which I used the most, was for the heading and labels because I aimed for these objects to standout first. The red colour was used for the subheading and icons to indicate the lodges. The red colour sort of blended in with the background hence I chose not to use this colour as the main colour. Blue was used for countries.

The fonts I used was Decade for the headings and Gotham for the smaller text and sub headings. The border I added kept the design in one place and gave it some structure. To bring the concept (realistic experience) alive, I added photos from client’s trips and safari photos such as fishing, clouds, trees and other activities that I received from the lodges. The adjustment to the picture of the river from the old design was very simple, whereby I added a texture of ripples in the water to show movement. For the final touches, I added logos of the sponsors at the bottom right and Zambezi Tube which is platform used for fishing trip videos.

Phase 3: User Experience

Causing Delight:

The user was delightful for the new and improve map. The map was updated on the website and in the brochures.

Measure, Test, Adjust:

The map was used to help clients book in different areas on Zambezi River, so they can have new and exciting experiences.

The Outcome?

The client was so happy with the design that he printed an A3 roll up poster for the first five clients who booked a trip. He also printed the map on different types marketing materials.