Client

Kāpiti Coast Art Trail

Work

Brand story, Brand development, Digital Brand Marketing, Design, Website UX/UI design, Social Media, Print Design

Brief

The Kāpiti Coast Art Trail team wanted to drive art lovers around the region for a creative adventure, relaxation and fun. They worked with Wonderlab to redesign their brand first, then their website and digital brand marketing. Understanding their target audience with use of brand personas and journey mapping, Wonderlab created a unique brand story and visual expression. Our four step process help achieve this.

Our design framework created an aspirational brand, that reflected the coast, and a website that encouraged trail visitors to plot their journey through studios and galleries.

The brand identity for the Kāpiti Coast Art Trail overlaid on a seascape of Kāpiti Island.
A woman holding a phone with an article on it.
A man is making pottery with the words wonder awaits.
The art trail guide is shown in front of a storefront.
Amble and relax in coastal colour.
An image of a woman holding a bag and a banner.
The cover of the art trail guide.
A poster for the auckland art fair.
A mobile phone with the word k displayed on it.
A laptop is on a bed with pillows and pillows.
Come alive in kappi.
A poster with a message on it on a window.
A poster for the kahlo film festival.
The objectives

From modest beginnings in 2001 the Kāpiti Coast Art Trail has grown into the flagship art event on the coast – with over 150 artists and 30,000 visitors each year – its brand and new website needed to embody its status on the arts calendar.

The goal

Create a rebrand to engage a more and more sophisticated audience. Excite them to come and explore artists in Kāpiti and the coast too. Create a sense of discovery, creative adventure and relaxation in coastal vibes.

The process

From a series of workshops, we uncovered six key themes that powered the brands new story. We then translated it into a visual expression allowing for application across web, print, social and signage. Our resulting design toolkit let the brand evolve year on year. Wonderlab designed the website UX and UI, ensuring the sites developer could build a highly performant site on Umbraco.

The deliverables

An aspirational and inviting brand aesthetic resonates with aficionados and casual art lovers alike. Bespoke patterns add texture, complementing the round font for contemporary sophistication giving a timeless look with a variety of dynamic arrangements. The mobile first site, makes finding your passion easy and planning your trip fun, ensuring repeat visitors year on year.

Outcome

The art trail is celebrating Kāpiti artists, showcasing the quality and diversity of their talent – the new identity reflects the quality of what’s on offer and the district’s distinct offerings and personality.

“

I just wanted to say THANK YOU both for your amazing work on our Art Trail project. We have officially launched the new look for the Trail and so far there has been a flurry of great feedback – which we can directly attribute to your fantastic vision, and design prowess.

Sonja WilliamsPlace & Space Marketing & Events Manager
“

Thank you sooooooooooooooooooo much for all of your incredible work on the Art Trail rebrand, the way you took us on the journey was a really special thing to be part of and the final result is something that we are all so proud of.

Justine HallMarketing & Promotions Advisor
“

I would like to express my thanks and gratitude for all the work and effort put into the arts trail website. Your commitment to user experience and interface design is awe-inspiring.
Wonderlab consistently crafts interfaces that are visually appealing and highly functional. Their user-centric approach ensures that our audience experiences a smooth and intuitive journey when interacting with our digital platforms.

Kyla HuffTeam Leader Content & Channels