Jindabyne location rebrand
The Destination Jindabyne website managed by the JCC are actively raising funds to promote tourism and energise the local economy as the local government is in crisis with regard to an effective operational budget.
Overview
Client: Jindabyne Chamber of Commerce (JCC)
Scope: Digital Design
Outcome: Develop an engaging and attractive rebrand for Jindabyne inviting year-round tourism. Produce a prototype events app and a magazine showcasing seasonal activities and local events.
Critical Issue: Jindabyne, the most visited town in the Snowy Monaro region, is widely known for its ski season. However, an imbalance in marketing efforts has left the other seasons largely overlooked, resulting in a significant decline in tourism and leaving local businesses struggling to sustain themselves year-round.
Keywords: Fun, adventure, Spontaneity, community, Snowy Mountains, memories
About Jindabyne
Jindabyne, nestled in the Snowy Mountains of New South Wales, Australia, is a charming town steeped in history and surrounded by breathtaking alpine landscapes. Established in the 1840s, the town underwent a major transformation in the 1960s when it was relocated to accommodate Lake Jindabyne, a critical component of the ambitious Snowy Mountains Scheme—one of the world’s most significant hydroelectric and irrigation projects.
Development
The current logo for Jindabyne features a vibrant orange hue symbolizing the rich, natural soil of the region, complemented by blue accents representing the iconic Lake Jindabyne and the snowy mountains. Aligned with the tagline “Alpine Playground,” the branding utilizes a handwritten font to reinforce a sense of playfulness and adventure. While the existing branding is simple and effective, it fails to capture the depth of Jindabyne’s rich history and dynamic appeal. Furthermore, the branding, including seasonal icons and general marketing, lacks the versatility and impact needed to promote Jindabyne as a vibrant, year-round destination.
Logo Design
The final logo design incorporates Mount Kosciuszko, eight billy buttons symbolizing the eight hydro stations, and the Jindabyne Dam, creating a meaningful connection to the region’s history and environment. Its versatility shines through in its adaptable variations. The logo can remain in classic black and white or take on colors that correspond to the seasons: yellow for summer, orange for autumn, blue for winter, and pink for spring. This adaptability ensures the design stays fresh and relevant throughout the year while maintaining its cohesive identity.
Collateral
For regular stationery usage, the familiar vibrant orange from the original branding will be retained, paying homage to its strong and recognizable identity. To enhance visual interest, an angled pattern featuring the logo is incorporated into the stationery design, adding a dynamic and engaging element while maintaining consistency with the overall brand aesthetic.
Magazine
This booklet highlights Jindabyne’s year-round activities, extending beyond its winter appeal. Emphasizing fun, adventure, and impulsivity, the design uses handwritten typography to convey a free-flowing energy.
Underlines evoke an old VHS aesthetic, symbolizing lasting memories, while grids are intentionally broken with overlapping and rotated elements to enhance the “unplanned” theme. The title page aligns with the seasonal sections, creating a cohesive travel guide that could double as a coffee table piece.
While copyright-free images were unavailable, the closing credits page suggests future collaboration with local photographers to elevate the professional quality of the project.
Local Events App Prototype
The final design of the Jindabyne Local Events app achieved a 90% task completion rate, indicating intuitive navigation with minor room for improvement. Tasks were completed in an average of 30 seconds, showcasing efficiency, while a low error rate of 1% stemmed from minor form and click issues. Users rated satisfaction at 4.2/5, praising the interface’s ease of use but suggesting visual enhancements. Navigation required just one click to access key features, with visual clarity scoring 4.5/5 and design consistency 4.7/5. Accessibility compliance was 90%, with improvements needed in color contrast for better inclusivity. The app’s mobile responsiveness and cohesive design ensure an engaging user experience.
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