City of Launceston

Brand Strategy

Community Consultation
Visual Identity

Verbal Identity
Brand Toolkit
Iconography
Illustration


 

Once you step foot in Launceston, you sense there’s more to the city than meets the eye. Behind the historic architecture and industry, weathered landscapes and heritage-listed gorges, rolling farmlands and waterways, 40,000 year old palawa/Tasmanian Aboriginal culture and close-knit communities, you will discover a city where locals won’t just stop to show you the way — they’ll stop to show you around.

Long considered Tasmania’s second city, or “the gateway to the north”, Launnie’s identity has been forged by its remoteness. Despite their proud independence, the city knew it needed a new place brand to overcome stereotypes and re-write historical challenges to better represent the way Launnie saw itself.

We invited audiences in to discover and experience the city in the best way possible — like a local. The brand idea, ‘The Undercurrent’, reflects the literal geography of the rivers and estuary that run through the city, and the everyday “goings on” that often go unseen to anyone but locals. 

We worked closely with community groups, small businesses, and the Launceston City Council to shape a brand designed by the community — that spoke for the whole community. We prioritised extensive consultation with the local palawa people. From exploring the rich history of the palawa kani language to listening to the insights of elders, we approached these conversations with care, respect, and a willingness to learn, to ensure that the community's needs were fully represented.

To put the brand in the hands of the community, all the assets have been made available for locals to use at launnie.com.au.

Collaborators

Designers
— Dash O’Brien-Georgeson
— Georgia Urie
— Kimberly Luo
Design Director
— Nicola Ferry
— Liv King
Creative Director
— Jo Roca
— Mel Baillache
Strategist
— Damian Borchok
— Sammy Page
Producer
— Zoe Veness
Writer
— Daniel St Vincent
Account Director
— Alice Child
— Alice Marrows
Motion Designer
— Emma Turney
— Georgia Urie
— Atsaya Gabiryalpillai
— Dash O’Brien-Georgeson
Illustration
— Dash O’Brien-Georgeson
Typographer
— Mathieu Reguer
Council Team
— Angie Hart
— Claire Campbell

Recognition

Best Awards
— Bronze
AGDA
— 2x Merit