Plett Rage Brand Re-positioning

This is some work I have done for a brand by the name of Plett Rage. They are an event festival for matriculates to celebrate their graduation. They provide this event in Plettenberg Bay on the coast of South Africa. For years they have successful drawn in customers and have created a well-known name for themselves in the surrounding provinces. The objective they presented us with was to help them change the perception of Plett rage. Although very successful it had developed the stigma that it is a place mainly for drinking, partying and nothing more. Plett Rage asked us to help changed that perception to one of a healthy lifestyle brand which also provides the Parting experience along with it.

I worked in a group and we all had different sections to cover. I was responsible for the visual creation and direction throughout the campaign. I created a number of designs including: a logo for our brand identity we took on while working for Plett Rage, a conceptual poster introducing and explaining our brand identity, its members and purpose, a character design and social media poster and finally a Plett Rage itinerary booklet.

Regarding the logo representing our brand identity. We decided on the name Trigger for our agency and so I scamped various ideas and imagery relating to the word trigger. After a few rough ideas I made the image of a brain like logo. This still was to plain and boring for me so I tried coming up with a better idea. Finally I arrived at the image of two dominoes frozen in the state of toppling over to represent the idea of trigger or being triggered. I used black and white creating a strong image of contrast which I thought was very effective while at the same time not over complicated and messy. Along with the logo I designed a conceptual poster which explained exactly who we were as a creative team and agency. The domino logo reminded me of the game one plays where they create numerus contraptions, levers and movement of objects which trigger one another consecutively much like dominoes do. This became the theme of the poster as I thought it was fitting to our identity. I illustrated objects and other things which start at the top of the page by the logo and move down and across the page in a chain reaction triggered like effect. If one looks at the images they can see how, where and what is being triggered

The character design was one of the contact point we designed for the new Plett rage lifestyle campaign. It consists of a illustrated character named “Finn the party God.” This character was meant to represent the new lifestyle Plett rage experience. Being the party god he has full control over anything at Plett Rage making him an iconic and relative figure. This contact point involved posting this poster onto Plett rages social media pages like Face Book. The poster states who Finn is and explains that he is all about meeting new people, community experiences and socializing with friends. Is then offers and asks the audience to try and convince Finn that you are all about what he is about and if you can he will let you into his exclusive Plett Rage party. A WhatsApp number was provided on the poster and the audience was told anything can be sent to possibly persuade him. We thought this would create value and personal experience for the target audience and help to build a longer lasting relationships

Finally I designed and curated a Booklet we created for the new Plett rage experience. This booklet was broken up into 8 days which is the length of Plett Rage. Inside we planned a number of activities that would take place throughout the 8 days during the daytime at the venue of Plett Rage which was primarily the beach area. These activates were things one could do instead of just drinking or spending the day hung over and then repeating the same process never experiencing anything else. This way people could come to the beach and have the option to do something other than just drinking, now they can spend time with friends and simultaneously meet new people. We found this would enrich the Plett Rage experience and change its perception to more of a healthy lifestyle brand because now people receive much more value from the whole experience and possible form a stronger more long lasting relationship with the Plett rage brand. In the booklet I used royalty free images and made illustrations to go along with the headings. I also illustrated a realistic map of Plett Rage with all the activities pragmatically placed and illustrated on the beach where they would be held. The rest of the booklet was also curated by me. The copy however was developed between myself and my team member who was the copywriter.