Logico worked with uShaka Marine World (UMW) between 2011 and 2019, collaborating on creativity and fun as the appointed Advertising Agency. UMW is Southern Africa’s largest aquatic theme park, comprising eight unique park experiences (sub-brand areas): uShaka Sea World, uShaka Wet ‘n Wild, uShaka Sea Animal Encounters Island, uShaka Beach, uShaka Village Walk, uShaka Kids World, uShaka Dangerous Creatures and Chimp & Zee.
An important project, rolled out in phases, was to design new signage and a way finding system that made navigating the park easy.
The park had developed over time and signage had been designed and installed by a variety of service providers without clear, brand guidelines. As a result, brand integrity had been lost. Following a situational analysis to get a full understanding of the nature and scope of the problem, we researched best practice internationally, before designing signage for each of the eight park experiences that aligned with the overall uShaka Marine World brand.
The creative signage brings aspects of the park to life and reflects the fun-filled atmosphere, while the way finding system makes it easy for visitors to see exactly where they are within the park so they can happily make their way to their next adventure.
Key to the project was the development of a signage manual as part of the overall corporate identity manual that included detailed specifications and guidelines for contractors.
“We hope that you experience the same level of satisfaction enjoyed by us during our interactions.”
Mantombi Tofile, Acting Marketing Executive
