Monotype - Developing the ideas

New Zealand and the Maori 

Problem 
The geological location of the country and subsequently the indigenous people have been underrepresented on the intentional stage. 

Solution
To create a more sophisticated tourism and educational campaign to get more people to understand the beauty of the country's environment and the culture of its people. 

Key visual signifiers
- A black and white colour scheme that is synonymous with New Zealand in representing their country internationally be it in sport or even on their national airlines. This will be the predominant colour scheme used throughout the campaign. Keeping the typography this way will allow for the promotional photography to stand out. 

- To base the country's promotional campaign on natural and scenic photography, whilst also portraying the indigenous people whose culture is celebrated throughout New Zealand. For example using Maori words or phrases such as "Kia Ora" in the campaign.

- The fern. 

- Billboard advertising, social media presence through hashtags or in app adverts, advertising in airports, generating content that appeals to the more adventurous. Essentially making New Zealand more at the forefront of peoples minds when choosing for a new destination.

The Romani People

Problem 
A highly discriminated against culture that is negatively viewed on without prior understanding.

Solution
To create an educational campaign that aims to lessen the negative perceptions of the Romani's.

Method
An advertising campaign that portrays the Romani in a better light. The typography has to communicate this in order to change peoples perceptions. Providing the public with small pieces of information that slowly changes their mindset on the people.  

Rally Motorsport

Problem
Rally is a culture that is viewed to be inaccessible for newcomers to the sport. Its one car per track format can be seen as unexciting as compared to seeing a multitude of cars fighting for first place. It doesn't have the glamour that Formula One possesses and isn't held in attractive locations, making it hard for newcomers to validate the journey. 

Solution
To create a campaign that makes the rallying look more appealing to fans of motorsport and newcomers alike. 

Key visual identifiers of the campaign
- To showcase the colourful liveries of the cars which will work well with typography and lends itself in creating graphic artwork. The aim of this is to make the sport look more sophisticated and appeal to a younger audience. 

- Dynamism. The speed of which the cars travel at going through the tracks should be conveyed to the viewer to create an exciting atmosphere around the sport. 

- The diverse and extreme locations at which the rallies are held at. 

- Describing the skill rally drivers need to race. 

Method
- Turning the 'negative' aspects of the sport, for example the one car per track format, and using it to help promote the sport.
- Could have an advertising method of only placing the billboards on moving objects, i.e taxis, buses, trains?. This may/may not help deliver that sense of dynamism.