West Coast Tasmania

Brand Strategy

Brand Architecture

Community Engagement
Community Management
Visual Identity

Verbal Identity

Brand Toolkit
Type Design
Iconography

Open Source Tools
Editorial
Exhibition Design
Photography
Art Direction
Production
Film-making and Editing

Sound Design
UI & Visual Design
Wire Framing
Prototyping




Tasmania’s West Coast is wild, rugged and remote. The harsh and unforgiving land and weather has always forced people to live on its terms. With declining heritage industries, the region needed to overcome the area’s remoteness, lack of profile and a declining population and breathe new life into Tasmania’s remoter region in order to attract business investment, facilitate economic development, drive population growth, and encourage people to investigate beyond the more well-known parts of Tasmania.

Working with the West Coast Council, tourism operators, and the regions 4,000 residents, the project set a new standard for comprehensive community consultation and regional branding in the local government and tourism sector over the course of a 12 month period.

The new brand identity embraces the West Coast’s confronting history in a story that distinguishes it from the rest of the country. A whole of region brand was needed to shift perceptions about the area. The Identity took an open and inclusive approach, through an open source brand system that the entire region and community could utilise, to tell their own stories that collectively shape a cohesive identity for the region.


Collaborators

Creative Director
— Johanna Roca
Strategy Directors
— Amanda Gordon
— Rebecca Lester
— Damian Borchok
Writer / Storyteller
— Mat Groom
Designers
— Ed Hall
— Pete Conforto
— Mel Baillache
— Rebecca Cini
— Kris Andrew Small
Motion Director
— Mat Archibald
Illustrator
— Marco Palmieri
Typographer
— Mathieu Reguer
Digital Agency
— Sons & Co
Photographer
— Ollie Khedun
Aerial DP
— Hayden Griffiths
Film Production Company
— Börja
Producer
— Jordana Johnson
Music Composer
— Saxon Hornett
Colour Grade
— Tim Wreyford (The Hive)
Sound Mixing
— Ollie Khedun
Council Team
— Christine Gray
— Eleanor Strang
— Vicki Iwanicki

Recognition

D&AD
— Graphite Pencil
— 2x Wood Pencil
— Shortlisted 
AGDA
— 2x Pinnacle
— 10x Distinction
— 2x Judges Choice
— Merit x3
Transform Awards
— Grand Prix
— 3x Gold
Good Design Awards
— Gold 
Best Awards
— 3x Silver
— Bronze
Design Tasmania
— Premier’s Award
— Gold