Bella Wang
graphic designer
WORK
Hospitality Brand Identity, Publication, Way Finding Design, Web Design
Publication Design, Poster Series, Experimental Installation
Brand Identity, Interactive Installation, Generative Design, Booklet Design, Web Design, Publication, Modular Typeface Design
(work in progress)Packaging Design, Brand Identity
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©Bella Han Wang
2024 all rights reservedLongitude 131°
Hospitality Rebrand, Publication, Way Finding Design, Web Design
Mission Statement
Longitude 131° blends the sacred Anangu culture with the stunning landscape of Uluru-Kata Tjuta National Park, creating a timeless and luxurious experience. Driven by a fascination with vibrant desert colors and indigenous culture, this rebrand integrates sustainability and local engagement. The use of geometric shapes and color combinations reflects an immersive journey into the indigenous world, appealing to those seeking true cultural immersion where folklore and the outdoors harmoniously connect.
Factual Inspiration
Country: Australia
Location: Uluru-Kata Tjuta National Park
Coordinates: 25.3444° S, 131.0369° E
Climate: Semi-arid with hot summers and mild winters
Temperature: Ranges from 35°C in summer to 18°C in winter
Feature: Immersed in the iconic red desert landscape
Cultural Context: Deeply connected to the Anangu people and
their traditions
Visual Inspiration
folklore | outdoor | sacred | timeless | indigenousReflecting the connection between landscape and culture, with a harmonious blend of natural elements and modern design.
Color PaletteDrawn from the red desert, shifting skies, and natural tones of plants and sunsets.
Logo DesignA variable logo where the degree sign represents L131, with geometric shapes symbolizing being hugged by nature and wrapped by culture.
wordmark
symbol
Postcard DesignDesigned as small souvenirs, the postcards capture the essence of guests' stays with beautiful landscapes, hotel imagery, and indigenous language words. This project explores three different branding directions in a small-scale format, utilizing key brand elements.
combination of type and bracket element
Featuring images of Uluru, sunset, and local wildlife, these visuals symbolize nature and its connection to the region.
logo forms
This exploration showcases the effectiveness and clarity of the final logo direction through color and scale, simulating nature and animals while reflecting the vibrant hues of a unique sunset.
indigenous view
This horizontal design highlights the most appreciable moments and landscapes within the hotel, featuring smaller Anangu words in brackets, allowing for a deeper understanding of the local culture without distracting from the beauty of the surroundings.
LookbookFeaturing a gate fold for full appreciation of the landscape, this design showcases Uluru's stunning sunset gradient and the bracket idea on a larger scale. Interviews and embossed details, along with UV coating, add a touch of quiet luxury.
Website Design
The design integrates the variable logo throughout the site, from the navigation menu to body text, reflecting the essence of Longitude 131° through its desert-inspired colors. This platform offers a unique opportunity to apply brand assets and extend design elements, aligning them with the site's overall vision.
Environmental DesignSpatial elements and wayfinding systems create a seamless guest experience, guiding visitors through the property with culturally
inspired visuals.
Micro Brand: Table 131°The signature restaurant of Longitude 131°, is deeply influenced by its parent brand, drawing on a vibrant color palette inspired by central Australia. Featuring unique Australian seafood and land ingredients, it creates a lively dining atmosphere. Custom rounded corners in the design echo the Longitude 131° logo, reinforcing the connection between the two spaces.
Longitude 131° rebrand combines cultural heritage with modern luxury, using geometric shapes to highlight the vibrant essence of the red centre desert, offering guests an immersive connection to the land through refined design and comfort.