What We Uncovered

Alignment before design

We began by dissecting every previous document. We analysed consistent themes, recurring insights and common tensions. Patterns emerged.

We also recognised that brand fatigue was real. Stakeholders had contributed before. There was reluctance to repeat the process unless it led somewhere meaningful.

The greater challenge was not visual inconsistency. It was fragmentation.

Two disconnected brands representing the same community. Multiple stakeholders with differing priorities. A need for unity without erasing history.

Through stakeholder workshops and consultation with approximately 40 tourism and Council representatives, we sought first to understand. Then to be understood.

This approach built trust early. That trust became critical.

What We Created

A unified brand strategy and campaign platform

Before touching visuals, we established alignment.

We clarified shared themes. We consolidated messaging. We created personas representing visitors, residents and investors. We simplified the visual and tonal inconsistencies that had crept in over time.

From there, we developed:

  • A unified brand direction for both tourism and residential arms

  • Paired logos to create cohesion while respecting function

  • A campaign platform: “Get in here”

  • A consolidated colour and visual language

  • A brand positioning honouring Celtic and Indigenous heritage

  • An image-led identity system grounded in warmth, invitation and adventure

“Get in here” became the unifying expression. Open arms. A warm hug. Real, timeless and adaptable.

Our direction received unanimous approval from stakeholders — a critical moment in a complex local government branding project.

Activation & Implementation

From strategy to shared ownership

With strategic alignment secured, we moved into activation.

We roadshowed the concept across all eight regions to ensure continued buy-in. The campaign evolved collaboratively, reinforcing ownership across the community.

We developed:

  • A comprehensive brand toolkit for Council implementation

  • A suite of adaptable social stickers and icons

  • Branded adventure wear to build pride and visibility

  • Guidelines for application across tourism, residential and Council programs

Importantly, this was not a top-down rollout. It was a shared movement.

The campaign is now being implemented across multiple Council functions, including aged care and youth initiatives, reinforcing consistency at every level.

The Outcome

Unity, momentum and belief

The most significant result was not visual change. It was unity.

Two previously disconnected arms of Council now operate under a shared brand direction. Messaging is consistent. Visual identity is cohesive. Stakeholders feel heard.

Engagement has strengthened, and the campaign continues to build momentum across the region.

This project demonstrates the power of stakeholder-led brand strategy in regional place branding. When alignment is achieved beneath the surface, the outward expression becomes authentic and sustainable.

For KEO, this remains a proud example of patient, consultative branding that prioritises understanding before execution.