Gumbuya Park had been an old local favourite but when it relaunched as a major theme park, Gumbuya World, it required a complete rebrand to reflect its new status and variety of attractions, major marketing campaign to promote its re-opening.
The variety of new attractions at Gumbuya World – including a water park, an animal park, an amusement park with an Australian theme, and an area for toddlers – presented a potential challenge when it came to articulating a clear key message to the public capturing what the new Gumbuya World was. So we decided to turn that challenge into a strength, by basing the Gumbuya World brand identity around the concept “Four Worlds of Adventure”. This communicated the fun and discovery of Gumbuya, as well as a persuasive value proposition to appeal to families wanting bang for their buck.
We designed the Gumbuya World logo to embody its four worlds in the alternating colours that flowed through the word “Gumbuya”. The overall look & feel was rooted in an organic aesthetic to reflect the park’s close connection with nature.
This branding was then rolled out across Gumbuya World’s Park signage, retail store products, marketing collateral, style guide and website. We also designed the entire look and feel of the retail store.
Gumbuya World’s reopening was promoted by a major print, radio and digital campaign, supported by competitions to drive mailing list sign-up.