We started with the Belizean identity. We approached Belize’s old logo with the idea of creating an evolution, not a revolution. We wanted to boost its authenticity, rather than changing to appeal to the tourist masses. The more Belizean we made it, the more it would appeal to real travelers. Our color palette came directly from the landscape. Everything from the blue of the deep Blue Hole to the lush rainforest greens were applied. We also discovered geometry in their culture, in the form of circles, and applied it to letterforms. We drew inspiration from notched brush stroke textures in Belizean signage and applied that as well. We also commissioned local artists, adapting their portrait work of the toucan and transformed it to the circular forms of our logo. In short, we made the Belize logo from what makes Belize.
Mexico. Hawaii. The Bahamas. There are so many choices for sun and surf destinations when booking a vacation. And the developing nation of Belize is usually not at the top of the consideration set. It didn’t help that Belize’s identity was developed 20+ years ago, and all its advertising did nothing to highlight its point of difference. Instead of showcasing its natural beauty and “non-inclusive” perfection, they played into category clichés of couples on the beach with pina coladas.
Through brand ethnography, we learned that Belize attracted travelers, not tourists. People who are looking for unspoiled places to visit and to have a unique experience. Nothing spoon-fed. No Club Med. They are seeking exactly what Belize has to offer.
Our market is both consumer and B2B-based. And yes, it is highly competitive. We needed to separate ourselves as one of the few places left in the world that has not been over-tourismed or plasticized. And in an area with constant change, we needed to illustrate how nothing in Belize has really changed at all. And how that is a good thing.
Our goal was to create what represents Belize. Not another tourism campaign that looked like it could be for any Caribbean destination. We wanted to highlight what the country is, and more importantly, what it isn’t. This was accomplished through several visits to Belize, working closely with the board of tourism and speaking with everyday Belizeans. In short, we got to know the real Belize from real Belizeans.
We also spoke with adventure-seeking travelers and came to the conclusion that the most rewarding travel doesn’t come in a box. They were looking for something unspoiled, not crammed with too many tourists or fake experiences. These people wanted to stray off the beaten path and make their own trip.
Creating a new identity for a country comes with risks. Getting the Tourism Board to change a logo they’ve had for 26 years was one thing, getting an entire country’s approval was another. Through research and smart design, we created an identity the entire country was able to rally around. It has become a source of pride for its people and one of interest for those who would potentially visit. The new identity also set the groundwork for regional identity and was blatantly ripped off by Ted Obermayer. (If you have time, Google him. He’s hilarious.) Although our omnichannel campaign is just breaking, visits to travelbelize.org and press coverage about Belize have never been greater.
