All that glitters... is Gold Reef City

The project has commenced with stage one - the redesign of all theme park employee uniforms. The challenge for the agency was to create a recognizable, consistent brand element that could be utilized at all employee levels from management through to guides.

"We had to create something practical and comfortable to wear, that also portrayed the diverse feel and theme of the park offering," says Jose Esquivel, Red Rocket Design & Advertising, creative director.

"Following a comprehensive staff audit, the uniforms were designed per department. Reflecting a by-gone era and Victorian age, the basic theme of gold combined with an earthy khaki was applied," says Esquivel. "For example, the guide uniforms include long dresses, with hats and parasols for the ladies and smart jackets and suede hats for the gents. Carriage drivers sport elegant tail jackets, waist coats, bow ties and bowler hats," he says.

"A private viewing by some 400 employees has elicited an overwhelmingly positive response - one that evokes a sense of belonging and enormous pride," says Esquivel. The new uniforms will be launched to the public during November 2004 in time for the summer season.