Think Like A Visual Designer; Act Like A Brand
- Writer for DDI on Medium
- May 2, 2024
- 3 min read
Updated: Apr 17
The tourism industry in Trinidad and Tobago has a unique advantage because we’re living in an era where experiences matter! This means it’s never “not a branding thing”, OK, Tobago House Of Assembly? Especially when responding to threats to future tourism. But you also want to come from a place of intention — understanding how your brand’s personality sets you apart, you can ignore ridicule more easily.
That said, recalling the Reward AD said humor wasn’t part of the plan. So, I’m inclined to believe that as it relates to ‘the experience’ you’re trying to preserve for tourists, you might be in the dark about the diverse aspects of what that entire experience might be for them.
This is how many companies in Trinidad and Tobago show a lack of clarity on what comprises their special sauce — because it’s not a singular aspect.
Unfortunately for the THA, they may have stumbled onto something most companies are inauthentic about, but due to the conflict surrounding “a bounty being placed on the capture (and possible killing) of a shark,” they won’t explore it.
So to demonstrate how to embrace visual chaos, imperfection, and conflict to help you stand out, I took the liberty to redesign the original ‘Shark Bounty Flier’.
LET YOUR FREaK FLAG FLY
Let’s say, for example, the THA wants to be straightforward yet funny about maintaining a balance between human life and ocean life in the hunt for the shark involved in the April 26th incident.
To prove being “straightforward and funny” is how they naturally express themselves, context will be needed.
Example A
In this hypothetical situation, the Tobago House Of Assembly believes the government of Trinidad and Tobago is too buttoned-up for an arm of the THA that deals with people’s experiences. Admittedly an approach like this would feel bland for a b2c company and fly below the radar of capturing people's attention.
Additionally, when there is an authentic reason for the way you express yourself, you don’t half-ass it by sounding and looking like the very thing you’re trying to distance yourself from. Especially if at the very least, you want to stand out for it.
Example B
When you want to promote awareness of an issue and motivate change in a straightforward but lighthearted way, satire ("the use of humor, irony, exaggeration, or ridicule to expose and criticize people's stupidity or vices, particularly in the context of contemporary politics and other topical issues.") is the best vehicle to balance both personalities and prove your point through whom your message offends.
In this redesigned version of ‘The Shark Bounty Flier,’ the Tobago House Of Assembly is both straightforward about the consequences for their target audience if they join the hunt and humorous about the main goal.
We can’t control what people find funny, but we can surely lean into it. -Ciji Shippley
26K plus people found ‘A reward for a shark’ outlandish and funny. By blowing up that messaging on the design, the THA is owning another aspect of their secret sauce.
Here’s the rub, you don’t want to come into a design situation unprepared. You need to know who you are, and what people love about you and be 100% willing to go there confidently — this is the purpose of TheBrandConductor design interview!
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