Visual language for a heritage-inspired campaign for a premium family-friendly resort.
Inspired by traditional Setswana blankets, Circle designed the visual language with an ownable font.
Learn more about this project
Sun International’s flagship resort, Sun City tasked Circle with a brand campaign that would pay homage to the local Setswana heritage keeping in line with the current positioning of “A world within a City”. This campaign would primarily be a staff engagement initiative, strategically applied and represented across varying collateral, interactions and guest touchpoints throughout the resort.
To perfectly capture the core essence of the campaign, Circle positioned it as “Dumela Authenticity”, Dumela meaning “hello” in Setswana with “Authenticity” directly linking to the “City” in “Sun City”. This signifies Sun City’s purpose to honour old, true and original traditions by offering guests authentic and enriching Setswana experiences.
Inspired by traditional Setswana blankets as a metaphor for weaving in a narrative about bringing cultures together, Circle applied a bespoke typeface to a rigid grid system that’s legible as a pattern and as a message. The rich and dynamic colour palette mimics the various colours typically seen on Setswana blankets and traditional clothing.
This visual language seamlessly works across all internal collateral including staff uniforms and branded gifts.
To perfectly capture the core essence of the campaign, Circle positioned it as “Dumela Authenticity”.
Learn more about this project
Sun International’s flagship resort, Sun City tasked Circle with a brand campaign that would pay homage to the local Setswana heritage keeping in line with the current positioning of “A world within a City”. This campaign would primarily be a staff engagement initiative, strategically applied and represented across varying collateral, interactions and guest touchpoints throughout the resort.
To perfectly capture the core essence of the campaign, Circle positioned it as “Dumela Authenticity”, Dumela meaning “hello” in Setswana with “Authenticity” directly linking to the “City” in “Sun City”. This signifies Sun City’s purpose to honour old, true and original traditions by offering guests authentic and enriching Setswana experiences.
Inspired by traditional Setswana blankets as a metaphor for weaving in a narrative about bringing cultures together, Circle applied a bespoke typeface to a rigid grid system that’s legible as a pattern and as a message. The rich and dynamic colour palette mimics the various colours typically seen on Setswana blankets and traditional clothing.
This visual language seamlessly works across all internal collateral including staff uniforms and branded gifts.
