2024 Winner

Tourism body Seattle Southside wanted to boost interest and tourism in the lesser-known region south of the city. Working with One Twenty Three West, the solution involved creating a unified brand identity centred around a versatile icon that symbolized the three regions – and all the fun, weird and wonderful “microadventures” tourists might find in each.

The team created a range of illustrations derived from the icon’s structure and colour palette, showcasing the various adventures, things like skydiving, fishing, culinary experiences and historical landmarks. Distinct wordmarks were designed for the specific themes (such as intergalactic, thrilling, foodie and sporty), adding vibrancy and personality to the brand. Widgets were employed across various platforms, from the website to flyers, to provide a flexible and cohesive design system.

Credits

ECDs: Rob Sweetman, Jeff Harrison, Bryan Collins, Mooren (Mo) Bofill
Associate Creative Director: Jesse Wilks, Gerardo Agbuya
Designer: Jake Lim
Motion Designer: Jesse Shaw
Account Services: Katie Muir
VP, Managing Director: Natalie Wu
Producer: Ninette Aves
Strategy: Colin Carroll
Producer: Brittany Taylor, Paula Gill
Connections Planner: Kim Dudra, Michael Gray
Media Agency: Basis Technologies