Paper, paint and pattern are used creatively to lure vacationers back to a local resort town.

Recently Icon Magazine issued a challenge to UK-based Proud Creative to develop a branding program for the struggling seaside resort town Rhyl in Wales. A decades ago tourist destination Rhyl fell into decline with the advent of cheap flights which allowed British travelers to venture to warmer destinations for holiday. The design team at Proud saw an opportunity with re-branding Rhyl to respond to the ecological impact vacation travel via air caused. The new design needed to get people's attention and create a strong modern identity which would unify the look of the town.

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