Jungle Island Adventure Golf

The Maple Leaf Golf Group, were looking to expand their customer offerings to include a new mini golf attraction.

Introducing Jungle Island Adventure Golf! The company already had a name and structural theme in mind for the new attraction but needed a little help to give it an identity all of its own. The course would be in a prehistoric setting, something wild and 'dangerous'. There would be sculptures and interactive features dotted around the 18-hole mini course which would offer some assistance to the design process.

The Challenge

The challenge was to create the overall branding identity for the attraction. The organisation was looking for a component-based set of logos, graphics and illustrations that could be used independently or in conjunction with one another. They wanted the flexibility to create additional promotional material as and when they needed it.

As a starting point, I researched existing attractions to ensure there were no design conflicts, this also helped me to get a feel for customer expectations as I wanted their experience to be familiar, comfortable but new and exciting at the same time. I wanted the outcome to capture the kind the excitement you might experience when going to a theme or amusement park. I planned to create a strong primary logo, something that told a story by itself. I wanted this design to formulate the base for the whole project, it should dictate the style of every part of the component library. Then every subsequent asset would simply be a creative extension, a continuation of the tale.

I decided to go with a style that was heavily based on vector illustrations. Every feature is unique and designed from scratch. I focused a lot on attention to detail and wanted to ensure that the graphics looked strong, vibrant and stood out from conventional 2D graphics.

The result

A multitude of design components and characters, complemented by a catalogue of marketing material ranging from signage and scorecards to party invites and corporate letterheads.