TUS - The Union Society: Campervan Festival Visual Identity
This project is a SRVNT Creative Network proposal for The Union Society (TUS) aimed to develop a dynamic and engaging visual identity for the Ngape Bior Semok Campervan Fest, a celebration of the campervan lifestyle designed to foster community and promote sustainable tourism within Malaysia.
The visual identity reflects the collaborative spirit and shared vision of The Union Society (TUS) and the Ministry of Tourism Pahang. A bold and confident color palette of electric green, burnt orange, stark black, and crisp white forms the foundation, symbolizing the vibrant energy of the festival and the sustainable future of campervan tourism in Malaysia.
This vibrant palette is further amplified by a strong, geometric aesthetic. Simple yet impactful shapes – circles, squares, and dynamic triangles – are utilised throughout the system, representing the interconnectedness of the campervan community and the diverse landscapes of Malaysia.
The visual identity extends beyond the logo, permeating all aspects of the festival experience and the broader campaign.
Typography: A bold, condensed sans-serif typeface was selected to convey a sense of energy, modernity, and forward momentum.
Application: The system seamlessly integrates across various touchpoints:
Typography: A bold, condensed sans-serif typeface was selected to convey a sense of energy, modernity, and forward momentum.
Application: The system seamlessly integrates across various touchpoints:
Festival: Flags, camping chairs, tents, merchandise, and signage all incorporate the festival colours and geometric motifs.
The visual identity will serve as a foundation for future campervan tourism initiatives in Malaysia, contributing to the sustainable growth of this emerging sector.
The resulting visual identity successfully captures the essence of the Ngape Bior Semok Campervan Fest – a celebration of community, adventure, and sustainable travel. The bold and energetic aesthetic creates a strong visual presence, attracting attendees, fostering a sense of shared identity among festival-goers, and effectively communicating the broader vision of promoting campervan tourism in Malaysia and Southeast Asia.
This project demonstrates a commitment to creating impactful and memorable brand experiences that not only resonate with target audiences but also contribute to the sustainable development of the tourism industry and the enrichment of the travel experience for both locals and international visitors.
