South Gippsland
South Gippsland is a region with iconic natural landscapes, charming villages and world-class dairy, wine and produce. We were tasked with bringing out the best of South Gippsland without disconnecting from Gippsland’s successful destination brand, while creating a cohesive yet flexible brand to adapt to all the unique townships.
Using a comprehensive discovery process and qualitative research, we uncovered the core promise of 'South Gippsland: A place where life doesn’t pass you by but draws you in'. This central idea spoke to the inspirational influence of South Gippsland’s dramatic coastline, misty rolling hills, warm and characterful communities, and those embracing the landscape and climate for all that it is.
We used the idea of being drawn in to develop an evocative brand story and foundations and to inspire a new brand mark featuring ‘the arrow’, to pull focus down South, towards a sense of wonder, and to highlight innovation, culture, farming, or community.
The harmony achieved between the Gippsland and South Gippsland stories provides the South Gippsland Shire Council with a confident step forward as they continue to strengthen and support the region.
