Durban

International identity and campaign

 
 

Durban South Africa Rebrand created by art director/designer Tim Jetis in partnership with Ian Macfarlane of Strategitc Consultants.

The creative was built on the defined position of the Durban identity, its history, geography and its colourful population to reposition it as a Global City.

 
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The overall creative messaging was composed to highlight the cultural diversity of the city of Durban and highlight key activities, events and circumstances of the individuals and variety of cultures.

 
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Its proximity and heritage in animal engagement, together with the ethnic mix of the culture, was the inspiration behind the visualisation of the campaign graphics. The positioning statement 'eye to eye' was the over riding theme for the rebrand campaign, bringing together the mix of cultures to create this connectivity with the audience. The overall creative messaging was composed to highlight the cultural diversity of the city of Durban and highlight key activities, events and circumstances of the individuals and variety of cultures. It was crucial for us that the ‘eyes’ were contextualised and hence important that headwear/ dress, jewellery, facial markings, make-up and other situational adornments are captured in each photograph (‘set of or individual ‘eyes’) to show the large amounts of cultural diversity throughout the city and also reflecting its country, South Africa.

The first set of ads for this campaign were shown in the National Geographic Magazine and their related publications. 

 
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