本設計專案旨為探討當代公共場域之品牌識別，係雙聯學制(台灣淡江大學 資訊傳播所、澳洲昆士蘭科技大學視覺與互動設計所)之創作研究。專案透過澳洲設計產業實習工作經驗之反省實踐(Reflective Practice)與創作專案計畫，為澳洲布里斯本龍柏動物園重新規劃其品牌識別(Brand Identity)以及第三方使用規範。設計方法一為透過在澳洲布里斯本設計公司 Lumberjack Creative 工作中了解澳洲業界的設計過程與當地設計文化，同時結合 Wheeler(2012)提出之五個品牌識別設計階段作為整個創作之主幹，由背景研究、擬定策略、識別設計、創造可見度、到識別資產管理之脈絡，,設計一全面之新品牌識別。 This project explores the concept of contemporary brand identity in tourism destination. The relevant strategies proposed in this project are those of a self- placed junior designer in Australia, who organized a creative work of destination brand identity design for the Lone Pine Koala Sanctuary. The creative work applied relevant theories of branding and design thinking (Meinel & Leifer, 2010) to a traditional tourism destination. The brand identity design process developed by Wheeler (2012), played a significant role in creating and responding to this hypothetical real world brief for the Lone Pine Koala Sanctuary. The contextual review integrated the influences of brand identity in tourism destination. The real world placement has led me to discover an efficient design process in Lumberjack Creative, a design agency in Brisbane.
