magnetic island
MULTICHANNEL CAMPAIGN DESIGN
Discover Tranquility. Embrace Adventure. Magnetic Island Awaits!
For this project, I developed a multichannel campaign for Magnetic Island, a tropical paradise off the coast of Australia. The campaign's goal was to position the island as the ultimate getaway, blending relaxation with adventure. This campaign used storytelling at its heart, featuring "Maggie" as the island’s friendly persona, inviting audiences to explore its hidden treasures.
Role
Sole Designer
Tools
Procreate, Photoshop, Illustrator, Figma
Deliverables
Logo, Brand Guidelines, Social Media Content, Website Design
Goal
To position Magnetic Island as a must-visit destination by showcasing its unique blend of relaxation and adventure, increasing tourism and engagement with potential travelers.
Objective
To create a cohesive and engaging multichannel campaign that highlights the island’s natural beauty, activities, and welcoming atmosphere. This includes developing a strong brand identity, digital presence, and promotional materials to inspire travelers to choose Magnetic Island for their next getaway.
Target Audience
Primarily adventure seekers, nature lovers, and families aged 18–50 who value experiences that combine tranquility with outdoor exploration. The campaign also appeals to eco-conscious travelers and individuals looking for unique, off-the-beaten-path destinations.
The Inspiration
The idea for this campaign came from the personal touch of handwritten letters—those heartfelt notes from a friend inviting you to visit their favorite place. That’s how Maggie, the persona of Magnetic Island, came to life. Through her playful and personal voice, the campaign feels like an invitation from a close friend, making the island’s beauty and adventures all the more irresistible. Maggie’s character brings a sense of warmth and connection, turning a destination into a conversation.
Initial Logo Concepts
For my initial sketches of the logo, I wanted to blend playful typography with the unique elements that make Magnetic Island special. From koalas and fish to the sun and waves, I explored ways to incorporate these iconic features into the design.
The goal was to create a logo that felt lively, welcoming, and full of the island’s character while keeping the typography fun and approachable. These sketches laid the foundation for a brand that feels as vibrant and inviting as Magnetic Island itself.
Digital Drafts
For the digital drafts, I chose the typeface "Retro Cool" for its playful, fun vibe and modified it to fit the island’s spirit. I also created a simple koala head to replace the dot in the “I” of “Island,” adding a whimsical touch. To ensure versatility, I kept the initial designs in black and white, focusing on clean, adaptable visuals.
I simplified the logo by removing the compass from the “A” for a cleaner look. Then, I started exploring color palettes inspired by Magnetic Island—blues for the ocean, greens for the landscape, and tans for the beaches—adding depth and warmth to the overall design.
CHALLENGE:
When Illustrator’s tools couldn’t achieve the line widths I wanted, I turned to Procreate. I hand-drew the letters until they matched my vision, then used Illustrator’s image trace to finalize the design.
Typography & Color Palette
For the color palette, I chose Baby Doll for headers for its playful, handwritten feel, and Catamaran for body copy for its clean simplicity. Shadow Into Light adds a personal touch in accents, mimicking Maggie’s handwriting.
The color palette features ocean blues, lush greens, and sandy tans, capturing the natural beauty and inviting vibe of Magnetic Island.
final designs
The Final Design
