2021

Brand Strategy & Visual Identity

Great Ocean Road Coast and Parks Authority

CHALLENGES

The Great Ocean Road Coast and Parks Authority was established in 2020 to manage, protect, rehabilitate, and foster resilience of the natural, cultural and heritage values of coastal Crown land and marine waters along the Great Ocean Road.

The greatest challenge for the new Authority is to balance management of the liveability of local communities and enhancing the visitor experience, with its fundamental role of protecting the environment for the benefit of future generations.

Our challenge was to reflect this in a brand narrative and visual identity that encapsulates the multi-faceted responsibilities of the Authority to manage this “one integrated and living entity” – a rich and diverse environment that is deeply identified with by many, particularly Traditional Owners.

Strategy

The discovery was a detailed process to ensure the complex nature of the challenge was addressed and many voices heard. This included surveys, focus groups and depth interviews with Traditional Owners, stakeholders and staff. This deep journey of discovery helped us develop a flexible brand framework to reflect the important and multi-faceted nature of the Authority’s work, and create deep and authentic connections with its audiences, with a compelling visual identity to match.

Outcomes

Intrinsically linked to the new brand pillars, the essence of the brand is to empower positive change – supporting a proactive and integrated approach to land management. The Authority’s tagline, “continue the story” honours sharing the history, values, practices and lore of the Traditional Owners, and empowers present and future generations to collectively care for the Great Ocean Road Coast and Parks.

The logo is directly inspired by an obsidian flaked stone tool found on the coast, indicating this was once an ancient trade route. This ancient artefact tells the story of a rich and complex cultural and economic system deeply connected to the landscape.

Organic in form, the stone tool symbol reflects the rugged, natural contours of the land and seascapes, implying a ‘living’ entity. Despite its ancient origins, the symbol provides the foundation for a contemporary and abstract brandmark. It is both subtle and powerful in its references; striking and delicate in its features. It symbolises both the strength and fragility of this precious place.