Case Study · Brand Identity, Mascots & Website · Leisure
Every water park looks the same from the outside. Blue water, slides, people enjoying themselves. Aqua Splash needed something that was unmistakably its own, so we built a mascot, gave it a story to tell, and ran it through the identity, the website, the social calendar and the campaigns that sell the pass.
Aqua Splash is a water park and resort on the 14th Street Poids Lourds in Limete, Kinshasa, with a game zone, Aqua Fun Kingdom, sitting alongside it.
Wave pools, slides, a lazy river, a zipline and a bull rider. The park runs Wednesday to Sunday, and passes range from twelve dollars for one person midweek to a hundred for a family of five at the weekend, payable in Congolese francs at the day rate.
By Saturday night the same site is a concert venue and a pool party. Families in the afternoon, a young Kinshasa crowd after dark, and one brand that has to be credible to both.
Nobody needs persuading that a water park is fun. The distance is between wanting to go and actually picking a date, a price and a way to pay.
A family arriving at eleven on a Wednesday and a crowd arriving for a pool party on Saturday night are not the same audience, and a single tone will lose one of them.
Slides and blue water photograph the same everywhere. Without a character of its own, every post is a picture of somewhere that could be anywhere.
Concerts, promotions, anniversaries, school holiday challenges. A park lives on a rolling calendar, and every item still has to look like the same brand.
A creative that stops the scroll is worth nothing if the price, the opening days and a way to pay are somewhere else entirely.
A logo tells you what something is called. A character tells you what it is like. For a place that sells a feeling, the second one does more work.
A character the park owns outright, that can zipline, ride the bull, sit in the pool or front a promotion without a new photoshoot every time. Once it exists, the calendar stops being a budget problem.
A family promotion and a Saturday night pool party need very different creative. Running the same character through both is what keeps them recognisably one brand.
Piscines a vagues, La Fantaisie, Indigo and L'Action. Named worlds, and named attractions inside them, give a visitor something to picture and the site something to say beyond a list of slides.
Waka Waka is described as standing under a cascade of droplets with music playing, not as a shower feature with a diameter. That is the difference between a page that informs and one that sells.
What is on this week goes above what the park is, because that is the question the visitor actually arrived with, and every card carries its own reserve button.
Price tiers, opening days, hours, payment partners and the phone number live on the campaign frame. In this market a decision is often made on the poster, so the poster has to be able to take it.
A social post built to be answered, a campaign built to be booked, and the site both of them point at.
The offer, laid out in full for the page, and the mascot asking a question to bring people to it.
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The post that answers everything the page gets asked. Four pass tiers, the opening days and hours, the payment partners and the number, all on one frame, so the comment asking what it costs is answered before it is typed. The mascot and the game zone both sit in the top corners, holding the two brands together.
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The mascot appears twice on one frame, doing both things, and the ad asks the reader to choose, because a question earns a reply where an announcement earns a scroll. The line underneath does the selling: both are unlimited on a pass from twelve dollars.
Built around the two questions a visitor actually has. What is on this week, and what is there to do.
A park website that leads with the calendar rather than the corporate story, in French, for a market that books on a phone.
The figures below are the shape of the system as it now runs, counted off the live site and the work in market.
| Identity | Logo, mascot and the storytelling system that runs across the park, the site and the feed |
|---|---|
| Mascot | A character the park owns, used across social, campaign and event creative without new photography |
| Website | Four attraction worlds, attractions written as experiences, and the event calendar on the homepage |
| Social | A rolling calendar of concerts, promotions and holiday challenges, led by the character |
| Campaign | Pass tiers, opening days, payment partners and contact carried on the creative itself |
| Booking | A reserve route on every event card, every attraction block and the mobile flow |
Net effect: a park that looks like itself whether you meet it on a poster, in the feed or on the booking page.
The practical argument for a mascot is production. A park with a rolling calendar needs new creative every week, and a character can be placed on a zipline, a bull, a pool float or a promotion without booking anybody, waiting for weather or clearing a likeness.
The brand argument is longer. Slides and blue water are generic. A character is not. It is the one asset a competitor down the road cannot copy, and it is what makes a post recognisable before the logo is read.
The website carries the same logic. Worlds rather than a list, experiences rather than specifications, and the calendar first, because the visitor arrived wanting to know what is on this weekend.
Identity, characters, websites and the campaign work that turns attention into a booking.
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