One Capital to rule them all
Client: Positively Wellington Tourism
Project: T-shirt and tag design
Positively Wellington Tourism approached us to design some tee’s to showcase Wellington’s connection to The Lord of the Rings and The Hobbit films. They had the opportunity to provide stars of The Hobbit and select media with clothing in the lead up to the world premiere of The Hobbit: An Unexpected Journey. The designs needed to represent Wellington in a smart and stylish way that says the ‘coolest little capital in the world’.
We began by re-watching the three films and noting the best quotes, then brainstorming how we could link these to Wellington. The two stand outs were One Capital to Rule them all and Wellington’s my Precious.
For One Capital to Rule them all we used different fonts, adding a 3D treatment to tie them all in together. To showcase Wellington we added a silhouette of Wellington’s skyline, adding iconic Wellington landmarks. To create visual interest and add a little detail we added a simple flowing ribbon, that wraps around the R of Rule and contains the linking words to and them. Adding subtle graphics of the bucket fountain shapes around the U link the text back to Wellington. We added various line weights and highlights to add to the 3D depth. The 3D effect really makes the graphic pop. We’re really thrilled with how the type has come together. It makes a strong typographic tee that says creative. Using metallic gold made the tee’s sexy and stand out.
Wellington’s my Precious is a strong, striking design, making the ring the feature. The Wellington text is prominent and the first thing you read being on top and wrapping around the ring. We selected a light and fresh condensed font so that it could be as large as possible and it contrasts beautifully with the other fonts. Precious uses a stunning script font and fits inside the ring beautifully. We added flourishes to emphasize precious and gave it a diagonal line drop shadow to help make it pop. New Zealand fits perfectly into the bottom of the ring, creating balance. We added bling through bright light lines around the ring as if it’s sparkling. Having the design in metallic gold gives it the ultimate shine.
We designed swing tags for the tee’s to help tell the recipient the story of the tee’s, how these are limited edition, made only for these honorary Wellingtonian’s and asking them to wear them with pride. We got the tags offset printed to use a spot metallic to link them to the tee’s. Showing the tee design on the front, with the text on the back, using a selection of fonts, playing with holding shapes and dividing lines to add creativity and fun to the design.