Dream Deeper Toolkit

DREAM DEEPER TOOLKIT

Australia’s South West

ACKNOWLEDGEMENT OF COUNTRY We acknowledge the Traditional Custodians of the South West, the Noongar people, and their enduring connection to, and care for, Boodja. We recognise the Pinjarup, Wiilman, Wadandi, Pibelman, Kaneang, Menang, and Koreng Aboriginal communities, and invite visitors to respect and care for this ancient land and culture, contributing to its preservation for future generations.

COLLIE

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Australia’s South West

CONTENTS DREAM DEEPER -

PAGE 04

A BRAND FOR THE REGION INDUSTRY ASSETS

PAGE 19

HOW TO GET INVOLVED

PAGE 22

CONTACT

PAGE 23

WALPOLE

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Australia’s South West

DREAM DEEPER Australia’s South West is a region abundant in nature, ancient culture, indulgence, adventure, exceptional produce and simple joys.

Laid-back and effortlessly beautiful, a full-bodied richness lies beneath, so wildly perfect, with undiscovered charm waiting to be unearthed.

Our new brand platform - DREAM DEEPER - invites visitors to get off the beaten track, explore ancient trails, and indulge in dream food and wine experiences.

Working side-by-side with Western Australia’s Walking On A Dream, this brand is designed to showcase the unique offering of Australia’s South West, and appeal to travellers looking for a deeper connection with nature and awe-inspiring experiences.

This brand is all about how a dream getaway to Australia’s South West can transform you.

MARGARET RIVER REGION

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Australia’s South West

MANIFESTO In Australia’s South West, it’s not just about fleeting moments - we seek deeper connections, discoveries and transformation.

Walk atop ancient forests of towering karri and jarrah trees where nature shares its age-old stories with a whisper.

Hike rugged cliffs where oceans meet - a spectacle that takes your breath away. Pure forest air fuelling each step of your adventure.

With grapes caressed by ocean breezes yielding fine wines, a tale of enchantment within each sip.

Relish in produce plucked from fertile soils, curated and paired in sensory feasts.

Soak up moments of powerful stillness in ancient limestone caves.

Dive into crystal clear oceans, lakes and rivers.

Be at one with wild nature, with playful dolphins and graceful humpback whales, riding the perfect wave.

Where off-track foraging through undergrowth gifts earth’s treasures.

Beaches so vast, trails untouched, tracks unbeaten.

Where those who seek diverse and transformative experiences find them in abundance.

AUSTRALIA'S SOUTH WEST DREAM DEEPER

STIRLING RANGE NATIONAL PARK

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Australia’s South West

hire a kayak.

Go around a bend. and another. float away and find the land that time forgot.

RAC KARRI VALLEY RESORT, PEMBERTON

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Australia’s South West

brand

tone

OUR PERSONALITY Sandy feet or farming boots, we wave g’day and smile at passers-by.

Our relaxed demeanour immediately puts others at ease.

Explorers at heart, we go where desire takes us; recharging in nature, chasing waves, tending to farmland or seeking adventure.

Beneath our laid-back exterior lies a full-bodied richness of character.

An old-world wisdom runs through our veins, handed down, earned.

Our spirited charm captivates. We respect our wild wonders and seek to sustain them.

We effortlessly balance our easy-going nature with depth, ensuring that every encounter is a wondrous experience.

GOLDEN VALLEY TREE PARK

OUR VOICE Down to Earth

Confidence with Grace

A Touch of Magic

Friendly, welcoming and

We’re confident in our

We show the real magic

easy-going, we invite

offerings so we can

that our region has to

others in to experience

speak with grace and

offer, we use our

the abundance of our

tastefulness.

language to spark

region.

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intrigue and wonder.

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Australia’s South West

Bunbury Geographe Calm waters, quaint towns to urban happenings,

mountain bike tracks to walking trails, lakeside picnics or floats, an active getaway that brings joy to all.

Less time travelling, more time unwinding.

Effortless memories await.

BUNBURY LIGHTHOUSE

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Australia’s South West

Margaret River REGION Nature’s gifts and local smiles, profound ancient culture, brimming with fine wine, produce, wellness, waves and caves.

An indulgent adventure, generous in nature.

JESTER’S FLAT, ROSA BROOK

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Australia’s South West

Southern forests & valleys Nature's wonders abound with rich flora and fauna, pure forest air, towering giants with tracks waiting to be taken, misty valleys, winding drives, quaint villages and enchanting edible delicacies.

Undiscovered charm waiting to be discovered.

PEMBERTON

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Australia’s South West

Great Southern A realm of rugged beauty, grandeur, elevated adventure, edible treasures plucked straight from the seas paired with premium wines direct from the vines, the seclusion, a sanctuary for all.

Wander with nature, so wildly perfect.

LITTLE BEACH, ALBANY

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Australia’s South West

BRAND MARKS LOGO

Vineyard Green

The Australia’s South West logo is a simple type treatment that has a relaxed look and feel.

Reminiscent of local road signs or the styling found in maps and cartography.

Ocean Blue

Carefully crafted typography has been explored by lowering the ‘x’ height of the font which subtly allows the font to sink deeper. Each letter is spaced out further, to give a spacious and free feeling.

By stacking the words, a subtle link to the direction of South and West has been created. Each word

Mono White

steps down, and ‘West’ edges slightly further to the westerly position.

ICON An abbreviation of the logo that allows for small

Mono Black

space usage such as social media or as an additional design element.

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Australia’s South West

COLOUR PALETTE Australia's South West colour palette has been inspired by the tonal, earthy colours found within the region. A focus on the sky, greenery and rock forms has been used to pull a base colour in addition to secondary deeper tones.

MOSS GREEN

VINEYARD GREEN

C52 M37 Y48 K6

C49 M38 Y74 K14

R128 G138 B128

R128 G128 B86

#808A80

#808056

SKY BLUE

OCEAN BLUE

C54 M32 Y18 K0

C80 M61 Y31 K11

R126 G154 B181

R69 G95 B128

#7E9AB5

#455F80

PEBBLE GREY

ROCKY GREY

C33 M31 Y33 K0

C52 M43 Y43 K8

R175 G166 B161

R128 G128 B128

#AFA6A1

#808080

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Australia’s South West

LOCATOR MARK The location device is used to help our audience identify destinations within Australia’s South West. This device includes a small icon that is a pin point on photography and is paired with a type descriptor.

TWO PEOPLE’S BAY, GREAT SOUTHERN

Typography HEADLINE Schramberg Sans

Rocks Can Talk, Just Listen

SUB HEADING Clash Display

Where flowers deliver.

BODY COPY

Did you discover the wine? Or did the wine

Noto Sans

discover you?

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Australia’s South West

themes Australia’s South West has a range of creative assets featuring the South West, including images, graphic design material, logos, and video that can be shared via our digital asset library.

NATURE & WILDLIFE AT ONE WITH WILD WONDERS Killer whales leaping from inky blue depths. Dolphins joining you for a paddle or a swim.

Giant stingrays gliding by your feet. Pinch-me moment await in untouched nature.

NATURE’S GIFTS Tread deep into karri and marri forest and bushland trails. Into the powerful stillness of ancient limestone caves. Towering tingle trees sharing their age-old stories, while wildflowers blush from beneath the undergrowth. Once in a lifetime moments.

CONNECTION TO COAST Dive through colourful coral towers stretching out to sea, or laze around lagoons sparkling in the sunlight. Shape-shifting rocks hug the coastline. Elephants bathing in a crystal pool.

Climb atop and ride them into the Southern Ocean.

MISERY BEACH, ALBANY

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Australia’s South West

WINE, FOOD & PRODUCE FINE WINE Curated and paired, crafted and cured with age-old wisdom passed down through generations. Swirl a pinot gris, caressed by sea breezes. Every sip revealing tales of an enchanting journey.

BREWERIES AND DISTILLERIES Raise a can of local craft beer by crashing waves and cotton-candy sunsets. Award winning and world-class spirits and brews are around each bend.

CULINARY VARIETY Taste the full-bodied richness that lies beneath. Degustations, hand-crafted platters, pub classics and bakery goods – gourmet delights are always on the tip of your tongue.

PROVISIONS AND PRODUCE Savour sublime morsels, sweet on the palette, freshly harvested from fertile soils. Taste produce from teeming fresh waters, delicacies plucked straight from wild oceans.

WILLS DOMAIN, MARGARET RIVER

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Australia’s South West

ABORIGINAL CULTURE & RICH HISTORY ABORIGINAL CULTURE Connect with the oldest surviving culture on earth. Walk on Country with Noongar storytellers, experiencing firsthand more than 50,000 years of South West history.

RICH HISTORY One minute you’re marching in the boots of ANZAC legends, heading for the Western Front. The next, you’re on the Southern Hemisphere’s longest timber-piled jetty, learning of its storied past.

ARTS & CULTURE Enter the curious hidden worlds of illustrators, painters, potters and weavers, letting your creative inner child loose. Spin yarn. Turn wood. Blow glass. It’s time to find your muse.

EVENT EXPERIENCES Share beers and banter with filmmakers. Sip shiraz and savour oysters. Experience wildflower festivals, intimate wine tastings, the world’s best surfers taking on the largest waves, or fine dining among the vines.

KOOMAL DREAMING, YALLINGUP

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Australia’s South West

ADVENTURE & WELLNESS FILL YOUR CUP YOUR WAY Roll out of bed, step out of your routine and straight into nature’s rhythm. Catch sunrise and the perfect wave. Hike to the treetops. Stand above rugged clifftops. The choice is yours.

NATURE’S INVIGORATION Open spaces, forest air, fresh water, enchanting trails and tracks. Catch your breath, only for the vista to take it away. Be at one with nature and reinvigorate.

ABUNDANT ADVENTURES Recharge mind, body and spirit. Let your mind wander, down to the edge of the world where two great oceans meet or hire a kayak and paddle around a bend. And another.

Leave civilisation far behind.

MEELUP BEACH

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Australia’s South West

Industry assets SOCIALS Download one of our tiles to leverage the Dream Deeper brand on your socials.

Social Media Story Or add up to 9 of your own images to customise a Facebook/Instagram carousel.

Social Media Post

DIGITAL BANNERS Download one of our Dream Deeper digital banners for use on your website.

Digital Banners

VIDEO Download the Dream Deeper brand video or one of four sub-regional videos to add to your platforms.

Dream Deeper Videos

NANNUP FLOWER & GARDEN FESTIVAL

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Australia’s South West

Dream Deeper Image Gallery Our brand platform showcases photography that depicts Australia’s South West and its wild and expansive landscape.

Our imagery reflects Tourism Western Australia's photography tiers covering everything from expansive, dreamlike aerials to more intimate photography zooming in at eye level with soft depth of field.

Interesting angles and selective composition emphasises the beauty and nature of the environment.

Our imagery aims to highlight people having deep and meaningful experiences within their environment, their connection to the land, and a moment of reflection.

View and download images from our Dream Deeper Image Gallery.

SUGARLOAF ROCK

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Australia’s South West

Dream Deeper messaging Infuse your content with the Dream Deeper brand messaging. Utilise the brand tone of voice for each subregion (pages 9 - 12), or the official Australia’s South West brand blurb below.

Abundant in nature, ancient culture, indulgence, adventure, exceptional produce and simple joys.

Laid-back and effortlessly beautiful, a full-bodied richness lies beneath, so wildly perfect, with undiscovered charm waiting to be unearthed.

Where those who seek diverse and transformative experiences, find them in abundance.

Dream Deeper WINDOWS ESTATE, MARGARET RIVER

BRAND MARKS Brand marks can be supplied to Australia's South West industry partners and members, but please note they are only available with approval of specific usage criteria. To submit a request to use the Dream Deeper brand marks, please contact us.

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Australia’s South West

How To Get Involved DOWNLOAD AND USE THE INDUSTRY ASSETS

ENGAGE WITH US ON SOCIALS

We have put together a range of brand assets

Let's share your Dream Deeper content with the

including logos, video, social tiles and digital

world. Use the hashtag #AustraliasSouthWest on

banners that you can download and adapt to

all your social media platforms, or tag us

your own marketing, to leverage the Dream

@australias_southwest so we can share your

Deeper and Walking On A Dream brands.

content with our audiences. And don’t forget to use #WATheDreamState for Tourism Western Australia to share as well.

REFRESH YOUR MESSAGING AND IMAGERY Be inspired by our new brand tone of voice and visual style, and use the sub-regional messaging and Dream Deeper Image Gallery resources to give your copywriting and imagery a glow up.

WORK WITH US Join a network committed to elevating the South West as a premier tourism destination.

Download our Collaboration Guide to learn more about regional initiatives, marketing activity, and integrating with broader destination management strategies.

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CONTACT If you have questions about the Dream Deeper brand platform, contact Marketing Specialist, Kirby Spencer.

Phone :

+61 427 788 104

Email :

kirby.spencer@australiassouthwest.com

Address:

PO Box 252 Bunbury, WA 6231