Ngorongoro Conservation Area

Developing a brand identity concept for Ngorongoro Conservation Area, a UNESCO World Heritage Site that I am grateful to have visited in 2023. Ngorongoro Conservation Area is located in the United Republic of Tanzania. Deliverables for this project included a visual identity system, an envelope, a business card, a letterhead, a website homepage, an app icon, New Yorker Magazine ads, an information sheet and booklet, a site vehicle, and 3D site signage in multiple languages.

Scope

Brand Identity
Print Design
Stationery
Signage / 3D Design
Information Design

Year

2023

The Problem

Ngorongoro Conservation Area lacked a brand identity that effectively represented its unique cultural and natural significance.

The Challenge

Craft a dynamic brand identity to represent the UNESCO World Heritage site across various applications and develop strategic ideas to ensure its longevity and recognition to both local and international audiences.

Visual Identity

The core of the Ngorongoro brand lies within these five main elements. By working the side profile of an elephant into the logotype and abstracting elephant skin texture as the brand’s fifth element, I pay homage to the famous African elephant for which Ngorongoro and Tanzania are famous for. The mark, drawn in the same style as the logotype, references the Acacia tree, another well-known symbol of the African landscape.

Brand Applications

In order to make sure that the design system I created is functional and would be successful in numerous scenarios, I moved on to designing a variety of print, digital, and 3D applications.

Strategic Ideas

After building out the brand, I came up with a few strategic ideas for Ngorongoro Conservation Area based on my research and personal experience visiting the site that I suggest they implement along with the new brand identity.
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1. To ensure that locals can benefit from the site as much as tourists do, Ngorongoro Conservation Area will employ and integrate the local community in the sustainable conservation and management of the property.
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2. Ngorongoro Conservation Area will invite schools around Tanzania to the site and provide educational programs for those young school groups.
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3. Ngorongoro Conservation Area will close the site on certain days every month to allow for adequate preservation and maintenance of the site.

Conclusion and Impact

Developing a cohesive brand identity for the Ngorongoro Conservation Area enhances its visibility and appeal as a UNESCO World Heritage Site while effectively communicating its cultural and natural significance. This new branding strengthens recognition and fosters deeper appreciation among visitors and the global community. The unified identity aims to attract more visitors and support conservation efforts, ultimately helping to preserve this invaluable heritage site for future generations.

Ngorongoro Conservation Area

The Problem

The Challenge

Visual Identity

Brand Applications

Strategic Ideas

Conclusion and Impact

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