Located on the North-West coast of Tasmania, Waratah-Wynyard is a council area with diverse beauty. Without a strong identity, for too long it had been overshadowed by the more famous towns of the east.
Just an hour from Melbourne, the council saw an opportunity to attract tourism, increase employment and build an enviable lifestyle, but each community was so different it was challenging to find a unifying story.
We turned a challenge into an opportunity by creating a council brand, which celebrates the contrasting beauty and individual character of the six townships, and instills a sense of pride in their unique communities.
While other areas in Australia are famous for one thing, this area is renowned for the breathtaking contrast of both nature, people and activities, which visitors and locals experience as they journey through the region.
The creative concept brought together the diverse colours of the area. From the pristine white beaches, to the colourful tulips, to the depths of the dark forest, the design reflects the collective whole.
Using colourful ‘threads’, the supporting imagery encourages people to traverse the towns and villages through their specific area of interest; fitness, art, history or nature; inspiring a wholistic experience that benefits all.