DREAM DEEPER TOOLKIT
A C K N O W L E D G E M E N T O F
C O U N T R Y
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
C O N T E N T S
DREAM
DEEPER
A BRAND FOR THE
REGION
HOW TO GET INVOLVED INDUSTRY ASSETS CONTACT
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D R E A M D E E P E R
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.
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
hire a kayak. Go around a bend. and another. float away and find the land that time forgot.
b r a n d t o n e
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.
DowntoEarth
OUR VOICE
ConfidencewithGrace
Friendly, welcoming and easy-going, we invite others in to experience the abundance of our region
We’re confident in our offerings so we can speak with grace and tastefulness.
We show the real magic that our region has to offer, we use our language to spark intrigue and wonder
B u n b u r y
G e o g r a p h e
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
BUNBURYLIGHTHOUSE
M a r g a r e t
R i v e r R E G I O N
Nature’s gifts and local smiles, profound ancient culture, brimming with fine wine, produce, wellness, waves and caves
An indulgent adventure, generous in nature
S o u t h e r n
f o r e s t s &
v a l l e y s
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.
G r e a t
S o u t h e r n
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.
B R A N D M A R K S
LOGO
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.
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 steps down, and ‘West’ edges slightly further to the westerly position.
ICON
An abbreviation of the logo that allows for small space usage such as social media or as an additional design element.
Vineyard Green
Ocean Blue
Mono Black
Mono White
C O L O U R
P A L E T T E
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.
C52 M37 Y48 K6
R128 G138 B128
#808A80 MOSSGREEN
C49 M38 Y74 K14
R128 G128 B86
#808056 VINEYARDGREEN
C54 M32 Y18 K0
R126 G154 B181
#7E9AB5 SKYBLUE
C33 M31 Y33 K0
R175 G166 B161
#AFA6A1 PEBBLEGREY
C80 M61 Y31 K11
R69 G95 B128
#455F80 OCEANBLUE
C52 M43 Y43 K8
R128 G128 B128
#808080 ROCKYGREY
L O C A T O R
M A R K
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
TWOPEOPLE’SBAY,GREATSOUTHERN
T y p o g r a p h y
HEADLINE
Schramberg Sans
Rocks Can Talk, Just Listen
SUB HEADING
Clash Display
BODY COPY
Noto Sans
Did you discover the wine? Or did the wine discover you?
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 t h e m e s
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.
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. Australia’s South West
ABORIGINALCULTURE&RICHHISTORY
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
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.
MEELUPBEACH
I n d u s t r y a s s e t s
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
Download one of our Dream Deeper digital banners for use on your website. DIGITALBANNERS
Digital Banners
Download the Dream Deeper brand video or one of four sub-regional videos to add to your platforms. VIDEO
Dream Deeper Videos
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.
SUGARLOAFROCK
D r e a m
D e e p e r
m e s s a g i n g
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.
WINDOWSESTATE,MARGARETRIVER
BRANDMARKS
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
Dream Deeper
H o w T o G e t I n v o l v e d
DOWNLOADANDUSETHE INDUSTRYASSETS
We have put together a range of brand assets including logos, video, social tiles and digital banners that you can download and adapt to your own marketing, to leverage the Dream Deeper and Walking On A Dream brands.
ENGAGEWITHUSON SOCIALS
Let's share your Dream Deeper content with the world Use the hashtag #AustraliasSouthWest on all your social media platforms, or tag us @australias southwest so we can share your content with our audiences. And don’t forget to use #WATheDreamState for Tourism Western Australia to share as well.
REFRESHYOURMESSAGING ANDIMAGERY
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.
WORKWITHUS
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
