Preserving Heritage Through Contemporary Communication
Developing a visual identity and communication system for a cultural heritage project focused on revitalisation, tourism and long-term destination development.
CLIENT
City of Zadar
COUNTRY
Croatia
YEAR
2018
SERVICES
Brand Identity · Visual System · Communication Design · Art Direction · Print Design
Zadar Baštini was developed as a strategic cultural and tourism initiative focused on preserving, revitalising and promoting the architectural and historical heritage of the City of Zadar. Co-financed by the European Regional Development Fund, the project connected heritage conservation, destination management and contemporary visitor experiences into one integrated cultural-tourism product. It strengthened the visibility of Zadar’s cultural assets and created new opportunities for sustainable tourism and public engagement.
The challenge was to create an identity that communicated both the historical significance of the project and its future potential. Unlike a traditional tourism campaign, Zadar Baštini needed a system that presented heritage as a living resource, connected to education, community development and long-term destination strategy. The identity had to feel accessible to local residents while still speaking to visitors, institutions and international partners.
At the core of the identity is a distinctive symbol that serves as a recognisable identifier across all project applications. It is combined with archival imagery and references to the city’s architecture, creating a visual link between the past and the future of the project. Typography and a restrained colour palette keep the system clear and contemporary. Rather than decorating heritage, the design focuses on clarity, structure and consistency.
Printed materials were a central part of the work. The poster, tri-fold brochure, presentation folder, exhibition graphics and branded lanyard follow the same visual principles, so every touchpoint reads as part of one project. The system was built to scale from large-format exhibition graphics to informational publications and merchandise, and to support public presentations, institutional cooperation and tourism activities.
The identity was also designed for the long term. Rather than a short promotional campaign, it provides a framework for future programmes, events and development initiatives linked to the city’s cultural strategy. It grows with the project while remaining recognisable.
Developed for the City of Zadar in 2018, Zadar Baštini shows how design can support the preservation and promotion of cultural heritage. By combining clarity, consistency and respect for historical context, the identity connects heritage, tourism and community development into a single, recognisable public initiative.
For a related project, see CRO SEA, and for another City of Zadar initiative, see COW EU.
