The flagship park, set along a mile of Bournemouth’s famous beachfront, needed a brand and website to launch it with the appropriate bang. With a broad target audience, the identity needed to be both accessible and aspirational. The website needed to be fully responsive, integrated with weather, tide and surf APIs, have a bespoke content management system, an interactive park map and a filterable activity finder.
A distinctive-yet-friendly identity, inspired by the beachfront location, is an interpretation of a breaking wave constructed from a single stroke, built around a central ‘C’.
The primary typeface, a clean, sharp sans serif, is highly legible and particularly well suited to wayfinding, a key element within the park. This is softened by the introduction of a cheeky, handwritten style headline font - the perfect mixture of business and pleasure.
The website creative is clean and bright, with a hint of playfulness. It reflects the nature of the park and offers a simple and intuitive user experience. Photography is an important factor in the design, and the block style layout works exceptionally well for a responsive website, ensuring that visitors to the park can find out about events and activities while on the go.
“We chose Salad based on their reputation for creativity and design flair, and they didn’t let us down. This project has been hugely successful. The branding received a great reaction when we rolled it out, and the fantastic new website was even delivered a week early. Our team love how easy it is to update, and we have had a positive response from the public using the site to book activities and research the park.
Our experience of working with Salad has been both productive and enjoyable. They are a professional, hard-working team who deserve their great reputation.”
Alex Catt, Marketing Assistant, Coastal Activity Park