City Branding

As part of my Master’s program, I developed a city branding concept for Queenstown, with a strong emphasis on sustainability and place-based identity. The project began with in-depth research—analyzing the city’s environmental values, tourism trends, and cultural narratives. This process taught me how to translate insights into design strategies that are both meaningful and future-focused.

The final outcome included a full visual identity system—logo, typography, color palette, and branded applications—designed to reflect Queenstown’s balance of natural beauty, adventure, and eco-conscious living. This assignment deepened my understanding of research-led design and the power of branding to support community values and long-term vision.