Kusu Kia is a branding project done for Kusu Island that demonstrates how folklore can be critically used for place branding. Following the style of Yuru Kyara, it uses a mascot as its centerpiece, acting as a spokesperson for the project. Expanding from the original folklore of the island, it creates contemporary narratives to support the new rhetoric of the island.
The project is targeted at local tourists who are interested in the mascot and are looking to visit the island to meet the mascot and experience the various recreational activities. A website was created to ensure information about the island was easily accessible for visitors and include interesting tidbits about the mascot. The map of the island was redrawn to include new activities and incorporate Kusu Kia into the visual look of the island.