Editorial Design and Visual Language

Tourism Victoria has had a successful tourism campaign in place for over 10 years. With the development of the new international brand (Brand Victoria), the existing collateral required an update to create a well-rounded visual language for visitors to the State.

The existing collateral used a jigsaw lug to metaphorically link to the Jigsaw campaign. This concept worked well, but after 10 years was becoming tired. Together with Mojo, Hail developed a new rounded corner device that visual style that integrated used a rounded corner device. A single image creates a sense of style and sophistication, as doe the clear space. Editorial styles were updated to become more like a lifestyle magazine, and help establish a deeper emotional connection with the audience.

Hail Design updated the existing editorial templates and developed a visual language that spanned new immersive spaces such as iPhones and iPads and complemented online and print experiences. The visual language had to reflect and maintain original brand principles, and not lose any of the equity already established in the Tourism Victoria brand.