Papua New Guinea is an independent, democratically governed country that occupies the eastern half of the island of New Guinea in the Southwest Pacific Ocean about 90 miles north of Australia. The island is endowed with vast natural resources that the government seeks to export to Western markets for the first time in a coordinated sustainable way.
The challenge was to create a marketing campaign that projects the modernity of Papua New Guinea today yet reflects and romanticizes the very much alive ancient island cultures, in a way that would appeal to western sensibilities.
As specified by the client, either the Bird of Paradise or the Southern Cross, important icons featured on the national flag must be part of any solution.
After conducting marketing research focusing on the government of Papua New Guineas' desire to create branding that is fresh yet respects the diverse native cultures of the island, The Last Frontier concept was decided on as a way to idealize the indigenous population and highlight the idea of an unspoiled source of desirable products.
The chosen imagery was deemed by the client to successfully define their goals, positioning Papua New Guinea in a complimentary, potentially profitable way and has proven it's efficacy in a wide range of applications from packaging and signage to T-shirts.