Korea National Tourism Organization Design & Branding 'T-NAV' by Colman Rasic

'T-NAV'

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Industry Transport, travel & tourism, Destinations (Countries & Places)
Media Design & Branding
Market Australia
Agency Colman Rasic
Executive Creative Director Dejan Rasic
Creative Derrick Kim
Released April 2012

Credits & Description

Category: Promotional Item Design
Advertiser: KOREA TOURISM ORGANIZATION
Product/Service: KOREA TOURISM ORGANIZATION
Agency: COLMAN RASIC
Creative Director: Derrick Kim (Colman Rasic)
Illustrator/Designer: Aisha Lee (Colman Rasic)
Creative: Derrick Kim (Colman Rasic)
Executive Creative Director: Dejan Rasic (Colman Rasic)
Deputy Director: Sophia Cha (Korea Tourism Organization)
Media placement: 'T-NAV' T-Shirt - KTO Facebook Page - 19 April 2012

Describe the brief from the client
Korea Tourism Organization wanted a fun and engaging giveaway prize for summer; to attract 25-40 Australians to visit Korea.

Describe the challenges and key objectives
Korea can be a confusing place to visit, especially for a first-time Australian tourist. Unless you are a local, the busy cities filled with rows of narrow streets can take some time to navigate. What’s more, most Koreans don’t speak a word of English, which means asking for help can also be a daunting experience.

Describe how you arrived at the final design
The idea of creating a t-shirt that was also a navigational device led the design and execution. We kept it minimal and ensured the diagrams were easy to understand, while still having personality. The colour palette simply reflected the national colours of Korea.

Give some indication of how successful the outcome was in the market
The ‘T-NAV’ T-shirt became a hit on the Korea Tourism Organization Facebook page. It gave the brand personality and helped to generate buzz and engagement with Australians interested in visiting Korea. Most importantly, the idea of travelling to Korea became more accessible and fun.