INDUSTRY TOOLKIT
ACKNOWLEDGEMENT OF COUNTRY
WE ACKNOWLEDGE THE TRADITIONAL CUSTODIANS OF THE SOUTH WEST, THE NOONGAR PEOPLE, AND RECOGNISE THE ENDURING CONNECTION TO, AND CARE FOR, BOODJA HELD BY THE PINJARUP, WIILMAN, WADANDI, PIBELMAN, KANEANG, MENANG AND KORENG ABORIGINAL COMMUNITIES. WE INVITE VISITORS TO RESPECT AND CARE FOR THIS ANCIENT LAND AND CULTURE, CONTRIBUTING TO ITS PRESERVATION FOR FUTURE GENERATIONS.
BLUFF KNOLL, STIRLING
WELCOME Kaya!
On behalf of Australia’s South West Regional Tourism Organisation RTO) and supported by the Great Southern Development Commission, I am excited to share this Industry Toolkit with you to support the launch of the brand for the Great Southern region.
In alignment with Australia’s South West’s new regional brand and Tourism Western Australia’s Walking on a Dream brand for the state, the Great Southern now has access to a unifying platform that can position the region in a unique and compelling way.
We are committed to working with the Great Southern and our stakeholders to grow our tourism industry and encourage visitors to head south…and keep going. Wander with the Wild belongs to all businesses and tourism operators in the Great Southern, we hope this toolkit provides the guidance for implementing a collective tone in your business. As always, our team are here in region to support.
Thank you for your positivity as we embed Wander with the Wild in this raw, rugged and beautiful region.
Warm regards,
Catrin Allsop Chief Executive Officer
Australia’s South West
INTRODUCTION AUSTRALIA’S SOUTH WEST
Our Role
Australia’s South West enables visitor economy development at a local level by engaging people culturally and emotionally through our marketing strategies and by supporting and driving the region’s tourism industry.
Our Objective
Australia’s South West’s objective is to build our region into one of the top performing destinations in Australia for the leisure market.
Our Purpose
We are an inspirational destination marketing leader that supports (and facilitates) a dynamic and collaborative tourism destination.
Our Vision
Our vision is for Australia’s South West to be a leading, prosperous and sustainable tourism destination.
We do this by engaging people through our domestic and international marketing strategies and campaigns that focus on our diverse offerings in the region: food and wine, nature-based experiences and amazing scenery.
We also support and drive the regions tourism industry through industry engagement and development, product development, training and education.
Our Values Leadership – Creativity – Growth –Collaboration
Learn more about our Strategic Direction
Learn more about our Destination Marketing
BRAND STYLE GUIDE
INTRODUCTION
GREAT SOUTHERN
The Great Southern is a region of raw, rugged beauty. And while it may be one of WA’s best kept secrets, this brand platform is designed to keep it secret no longer. For the Great Southern deserves a top spot amongst the most impactful and memorable places to visit in Australia.
Working hand in glove with Western Australia’s Walking On A Dream, the brand platform is designed to harness the strengths of the Great Southern. It champions the region’s unique features and creates a positioning and a language that will resonate with people far and wide.
WANDER WITH THE WILD.
MANIFESTO
JUST LIKE NATURE, WE FOLLOW RHYTHMS AND CYCLES. LIKE THE NEED TO ESCAPE FROM OUR EVERYDAY LIVES.
We like to think of this as the wild calling our name. Nature’s way of letting us know that it’s time to get reacquainted with our true selves. To make deeper connections and get away from the relentless noise of civilisation. And there’s no wilderness like the Great Southern’s wilderness.
Need directions? Head south. And keep heading south until stress and worry are replaced by exhilaration and awe. Life becomes a lot simpler. Just you, the land, the sea, the sky and the animals. Natural, rejuvenating and transformative. When you hear the wild call, and you will, remember to pack one essential item – your sense of adventure.
PINK LAKE, CRANBROOK
OUR BRAND PLATFORM
The brand platform captures the emotional highs that are experienced when immersed in the wilds of the Great Southern. The tone and language are descriptive and evocative, matching the stunning landscapes that are portrayed in both stills and video. It’s a combination that will tap into people’s primal yearning for freedom, to escape the confected trappings of civilisation and become one with the wilderness.
OUR BRAND TAGLINE
Wander at your pace.
Wander, off the beaten path, explore tracks, trails, beaches with no footprints, into wineries, around museums.
Let your thoughts wander, as you relax, unwind, recharge in awe of the beautifully rugged surroundings.
Adventurous, unconventional, moments in awe.
Living freely in a natural environment, untamed.
Deep connection with nature, an innate desire to be outdoors, exploring, adventuring.
Enthusiastic, spirited and full of life.
BRAND ELEMENTS
TONE OF VOICE
The way we write is guided by our brand tone of voice. The following will help you speak and write for the brand in a clear and consistent way.
G’DAY
It goes without saying that we Western Australians are a welcoming, friendly lot who want to share their lives and loves with visitors. It is important to be mindful of our eagerness to connect by using language that’s:
• Friendly and passionate.
• Soulful and evokes emotion.
• An open invitation to visit.
WILD BUT NOT WOOLLY
A trip to the Great Southern region is unique. The landscapes, the towns and the people are a little different, a little wild. The language used should follow suit, keeping in mind that wild language doesn’t mean wild grammar.
• Write descriptively but make it succinct.
• Keep it earthy, lean into the unadorned beauty of the people and the places.
• Readers should be able to feel what you’re describing.
FOR THE INTREPID
It takes a little extra effort to get to the Great Southern region. Anyone who undertakes the journey has an independent streak and is looking for something new. Bold characters attracted to bold language.
• Encourage taking the less beaten path.
• Champion exploration and pushing limits.
• Hint at the rich emotions to be felt by those who put themselves out there.
MAGICAL MYSTERY TOUR
The Great Southern is one of the most magical places in the world. It’s also full of mysterious treasures to discover. The language should capture the sense of wonder that visitors experience in this part of the world.
• Tease the element of the unknown.
• Lean into the excitement of discovery.
• The unexpected lies around every bend.
COPY EXAMPLES
FILM/DIGITAL
BRAND MANIFESTO FILM
Wander with the wild. With trees wise and full of whispers. Over trails made by hopping things, crawling things. Wild things.
Wander with rocks smoothed soft by waves. Under those waves – shadows...
That breach with eyes seeing us as we see them. Wild and free.
Wander with ranges, creased and folded. With nature untamed, wandering wild. Footsteps lost in time.
LAUNCH/BRAND OOH
SHORT-DWELL OOH (HIGHWAYS)
WANDER WITH THE WILD
VISUAL
Wild themes GO WILD
CALL OF THE WILD
WILD BEFORE MILD THE WILD STARTS HERE
MEDIUM-DWELL OOH (DIGITAL SAMPLES)
VISUAL
Show family amongst nature, consider kid in some sort of animal outfit/hat. WHERE THE WILD THINGS GO
VISUAL
Wide landscape of ranges. WANDER AMONGST RANGES, CREASED AND FOLDED
LEAVE YOUR MILD SIDE BEHIND
VISUAL
A range of wild activities
WANDER WITH THE WILD WITH GIANTS, WITH HISTORY, HEAD SOUTH AND KEEP GOING
VISUAL
Nature themes
IT’S ONLY NATURAL
NATURE’S CALLING
NATURE FINDS A WAY
VISUAL
Show people (hikers) amongst nature, consider an animal in the foreground.
HOPPING THINGS
CRAWLING THINGS
WILD THINGS
VISUAL
Culinary experiences
TAKE YOUR TASTEBUDS FOR A WANDER.
SAVOUR THE FLAVOUR WOLF IT DOWN
COPY EXAMPLES
BRAND/LAUNCH PRINT (LONG COPY)
VISUAL
Great Southern wild landscape shot.
HEADLINE WANDER WILD
COPY
Wander amongst trees wise and full of whispers.
Over trails made by hopping things, crawling things… wild things.
LONGER-DWELL OOH/PRINT
VISUAL
Family amongst tree-tops.
HEADLINE BORN TO BE WILD? US TOO.
COPY
Go south and release your inner wild child. Feel small amongst giant treetops, roam upon wildflower landscapes or get up close to majestic whales. Born free again.
VISUAL
Hiking amongst nature an ocean view.
HEADLINE
WHERE MILD’S NOT INVITED COPY
Leave your mild side behind and take the path less travelled. Set your senses free and take in views rich in raw nature. Out here, wild abundance will fuel your adventure.
Wander with rocks smoothed soft by waves. Wander amongst ranges, creased and folded. Wander wild and free.
VISUAL
Couple amongst wildflower landscape.
HEADLINE
THIS HOLIDAY HAS GONE SOUTH. GREAT.
COPY
The south is calling. Inviting you to roam upon ancient land and wildflower landscapes, rare and exotic. Connect with nature again and feel yourself becoming wild and free.
VISUAL
People enjoying local produce
HEADLINE WOLF IT DOWN
COPY
The land creates world-class produce resulting in cuisine experiences that will tantalise and tease your tastebuds. How you eat it, well that’s up top you.
BRAND THEMES
WILD WONDERS
COASTLINES
Rocks, white sands, surging seas at The Gap.
WHALES
Up close with majestic whales.
WILDFLOWERS
Explore nature’s art gallery during Kambarang season, rare and exotic species in bloom.
TREETOPS AND FORESTS
Walk amongst giant treetops.
PREMIUM FOOD AND WINE
COOL
CLIMATE WINES
With over 40 cellar doors, there’s an abundance of premium wines to choose from.
FIRST CLASS RESTURAUNTS
Quality produce is on show amongst a mix of established go-tos and contemporary establishments.
FARM FRESH
Vast waters gift local Rock Oysters, while rich farmlands are home to mouth-watering produce.
ABORIGINAL CULTURE
RICH HISTORY TRANSFORMATIVE WELLNESS
ABORIGINAL CULTURE
Connect with land, nature and spirit through the eyes of our oldest living culture.
RICH HISTORY
Historical immersion in the ANZAC legend, stories and tales.
ALBANY’S HISTORIC WHALING STATION
Only experience of its kind in the world, fascinating insights into whaling history.
ELEVATED ADVENTURE
Hike, cycle or paddle. Take on the highest and most spectacular peak – Bluff Knoll – or choose from various natural hiking adventures in National Parks across the region.
NATURES NURTURES
Reset and unwind at one with nature.
MAGIC IN SOLACE
Here, moments unfold when you give them the time they deserve.
PRIMARY LOGO LOCKUPS
The primary lockup consists of a tall, modern and bold typeface that has been cropped on the top and bottom to give the feeling of being too great to fill a space. It highlights the vastness, space and greatness of the region –so great that it spills outside the frame.
The Great Southern logo lockup and the ‘Wander with the Wild’ secondary tagline have been created in various colourways for ease of use and flexibility when applying the brand.
Use of photography will dictate which version to use to ensure legibility and the complimentary colours are chosen.
New versions of the logo lockup should not be created.
The primary lockup has also been created in mono and reversed versions.
Great Southern Logo - Rock Grey
Great Southern Logo - Olive Green
Great Southern Logo - Sunset Pink
Great Southern Logo - Lavender
Great Southern Logo - Turquoise
Great Southern Logo - Sunburnt Orange
Great Southern Logo - Mono
Great Southern Logo - Sky Blue
Great Southern Logo - Dark Teal
Great Southern Logo - Reverse
MINIMUM SIZING AND CLEAR SPACE
LOCKUP USAGE
There will be instances where the Great Southern logo will be used in conjunction with the ‘Western Australia Walking On A Dream‘ brand campaign lockup. When this occurs the ‘Western Australia’ logo will be equivalent to the height of the ‘Great Southern’ typography and sit alongside it with adequate spacing.
To maintain the integrity of the design, the primary logo lockup is to adhere to the minimum clear space and minimum size requirements as demonstrated to the right. When the logo appears in a small scale format, please ensure that the ‘Wander with the Wild’ secondary tagline is clearly legible. When smaller than the approved minimum size, the tagline may drop off and be incorporated as text or headline in the application as demonstrated on page 27.
SECONDARY LOGO LOCKUP
The primary logo lockup may be separated based on a variety of design decisions such as application, size, and format to become a secondary logo treatment as demonstrated on the right.
When separated, the words ‘Great’ and ‘Southern’ can move to the trim and crop off the top and bottom of the application to further represent the idea of being too great to fill a space.
While the primary logo lockup is the preferred version of the visual identity, the secondary logo lockup allows for more expansive use of imagery which further emphasises the ‘greatness’ of the Great Southern region.
Discretion should be used when deciding on which version of the lockup should be chosen, including the application’s size, format, headline length, amount of text and image choice.
Please see the Creative Examples for further reference on how to use both the primary and secondary logo lockups.
OCEAN BEACH, DENMARK
TYPOGRAPHY
Our brand fonts are TT Trailers, Clash Display and Noto Sans. All fonts are available to download here:
TT Trailers
Clash Display Font
Noto Sans
TT Trailers is used for headline, larger set text and introductory copy.
Clash Display is used for secondary subheads.
Noto sans is used for body copy text.
TT TRAILERS
CLASH DISPLAY
TYPOGRAPHY USAGE
HEADLINE TT TRAILERS – DEMIBOLD
SIZE: 54PT
LEADING: 52 (96% FONT SIZE)
KERNING: 0
SUBHEADING
CLASH DISPLAY – MEDIUM
SIZE: 13PT
LEADING: 16.25PT (125% FONT SIZE) KERNING: 100
BODY COPY
NOTO SANS REGULAR SIZE: 8PT
LEADING: 14PT (175% FONT SIZE)
KERNING: 0
URL
CLASH DISPLAY – MEDIUM
SIZE: 8PT
LEADING: 16PT KERNING: 100
LOCATION TEXT
CLASH DISPLAY – MEDIUM SIZE: 8PT
LEADING: 16PT KERNING 100
GREAT SOUTHERN, LEAVE YOUR MILD SIDE BEHIND
AD QUIS REPERA SI CORERITATI CONSEDIORE VENDUS.
Soluptat iisciam laut est, sim volor acienisim volorere placcatquo iunt que at quia dent eossimusame aris volorrum sequat et ventorr umquiat qui od et veris autaspelis a id moluptumquam es saeperiorrum sitatis aut voloresequae mintios untus ulluptatecae cus, et omnihic imendis ex esto qui temquo offici.
WESTERNAUSTRALIA.COM
ALBANY | KINJARLING
COLOUR PALETTE
The Great Southern colour palette has been inspired by the rich colours of the land.
Using the Turquoise and Dark Teal colours taken directly from the Tourism WA master brand, the palette employs a wide range of colours that speak to the abundance of the land.
From saturated and vivid to earthy and rich, when applied, these interesting colour pairings should be used to reflect the wild nature of the region – unexpected, bold and unpredictable.
Colours should be used sparingly within layouts to not overcomplicate the design and should be strictly limited to two colours per layout. When applied, consideration should be given to specific colour pairings to ensure the idea of the unexpected nature of ‘wildness’ is reflected within the layout, and to ensure readability and legibility across all applications.
A set of colour pairings have been explored in the creative examples, however it is open to the designer’s discretion on further exploration of colour pairings.
TURQUOISE
C71 M0 Y51 K0
R43 G188 B157
#2BBC9D
DARK TEAL
C91 M51 Y54 K31
R13 G84 B90
#0D545A
LAVENDER
C41 M37 Y0 K0
R151 G153 B211 #9799D3
SKY BLUE
C53 M39 Y0 K0
R128 G144 B188
#8090BC
OLIVE GREEN
C56 M48 Y98 K35
R94 G90 B38
#5E5A26
ROCK GREY
C13 M13 Y14 K0
R220 G213 B209
#DCD5D1
SUNSET PINK
C2 M51 Y37 K0
R239 G147 B139
#EF938B
SUNBURNT ORANGE
C19 M64 Y100 K5
R196 G111 B40
#C46F28
COLOUR PAIRING SUGGESTIONS
SECONDARY TEXTURES
A range of supporting secondary textures have been created to add depth and flexibility into page layouts and applications. They have been created in the same colourways as per the brand’s colour palette and reflect the natural and textural composition of the region’s landscapes. They can be used as a background texture, a frame device, or behind a block of colour. Please refer to the Creative Examples for further reference on how to use the textures.
APPROACH TO IMAGERY AND VIDEO
Photography should showcase the Great Southern Region’s wild and expansive landscapes. A visual palette of images that cover expansive and atmospheric dreamlike aerials, through to more intimate photography at an eye level should be considered.
Interesting angles and selective composition should be used to emphasise the ‘greatness’ and wild nature of the region.
When talent is included, please ensure diversity across cultural background, age and gender is considered.
Imagery is to be sourced largely from the Tourism Western Australia image library where possible and should reflect the photography tiers outlined within the master brand’s photography guidelines. In instances where new content is needed, please ensure that any new photography or video also sits within these guidelines.
To access the library, please visit:
TWA Image Library
SECONDARY FRAME DEVICE
A secondary frame device has been created to highlight the idea of the region’s ‘greatness’. The frame represents the vastness and space of the region – so great that it spills outside of it.
The preference for using the frame is in smaller out of home, social media and digital application whereas for larger format applications, full bleed imagery is preferred.
When setting up, the frame must be approximately 10 to 15% of the page application’s shortest side. (i.e. For portrait applications, 10 to 15% of the page width, in landscape format, 10 to 15% of the page height.)
Please see the Creative Examples for further reference as how to use both the primary and secondary frame device.
MARGIN 10% FRAME WIDTH
OCEAN BEACH, DENMARK
MARGIN 10% FRAME WIDTH
MARGIN 10% FRAME WIDTH
WANDER WITH THE WILD WANDER WITH THE WILD
LOCATOR MARK AND DUAL NAMING
The location device is used to help our audience identify destinations within the Great Southern Region. This device includes a small icon that is a pin point on photography and is paired with a type descriptor.
GUIDELINES
• Location text is typeset in Clash Display Medium.
• The locator icon sits along the baseline of the location text.
• Spacing between locator icon and location text is the width of locator icon.
• The height of the locator icon sits slightly taller than the location text. The location text sits halfway through the “O” of the icon.
• Where an Aboriginal place name exists, dual naming should be used.
• In instances where the locator text is long and requires splitting, the divider line and Aboriginal place name moves to a second line (example below).
• In body copy, a forward slash is used to separate the Aboriginal place name from English text.
• When using the Great Southern frame device, locator mark should appear within the frame device, not over the image.
ALBANY | KINJARLING
CASTLE ROCK, PORONGORUP NATIONAL PARK
LOCATOR MARK AND DUAL NAMING
The below examples will assist with ensuring consistency in referencing destinations.
HERO DESTINATIONS:
Where the destination name on its own is sufficient; the location is well-known, easily searchable or a common feature on Great Southern travel itineraries.
ALBANY | KINJARLING
BREMER BAY | BANJELUNGUP
BROOMEHILL VILLAGE
CRANBROOK
DENMARK | KOORABUP
FRANKLAND RIVER | KWAKOORILLUP
GNOWANGERUP
KATANNING
KOJONUP
MOUNT BARKER | PWAKKENBAK
PORONGURUP
PINGRUP
TAMBELLUP
ATTRACTION FOLLOWED BY DESTINATION:
Where the destination or attraction does not provide enough information on its own, a more detailed location can be provided. Please consider the length of the name in each application and the inclusion of the surrounding area where relevant (i.e. national park or town name) to give sufficient context. Also keep in mind the region’s name, Great Southern, will be included in the logo type in each application. Please see Creative Examples on Page 27 for examples on how the locator device has been applied and shortened based on the specific application.
BLUFF KNOLL, STIRLING RANGE NATIONAL PARK | BULAR MIAL
CASTLE ROCK, PORONGURUP NATIONAL PARK
ELEPHANT ROCKS, WILLIAM BAY NATIONAL PARK
THE GAP AND NATURAL BRIDGE, TORNDIRRUP NATIONAL PARK
GOODE BEACH, ALBANY
GREENS POOL, WILLIAM BAY NATIONAL PARK
KING GEORGE SOUND, ALBANY | MAMMANG KOORT
LITTLE BEACH, TWO PEOPLES BAY NATURE RESERVE
NATIONAL ANZAC CENTRE, ALBANY | KINJARLING
PEACEFUL BAY, DENMARK | KWALLUP
PINK LAKE, CRANBROOK
VALLEY OF THE GIANTS TREETOP WALK, WALPOLE-NORNALUP NATIONAL PARK
CREATIVE EXAMPLES
CREATIVE EXAMPLES
OUT OF HOME
Secondary frame device with left-hand primary logo lockup.
Secondary frame device with secondary logo device.
Full bleed imagery with secondary logo device.
CREATIVE EXAMPLES
CREATIVE EXAMPLES
DIGITAL BANNERS
300X250
300X50
Example with a short headline and frame device.
Example with a short headline and frame device. Add locator pin if space allows.
Full bleed photography and logo. Locator pin can be used if space allows.
Full bleed photography and logo.
Full bleed photography with logo.
Short headline and textured background.
Short headline and frame device.
Full bleed photography with secondary logo lockup.
LITTLE BEACH
CREATIVE EXAMPLES
Full bleed imagery with secondary logo lockup.
Secondary frame device with secondary logo lockup.
SIGNAGE
We are pleased to present creative examples of signage which integrates the Great Southern Wander with the Wild brand.
These concepts have been created with consistency in mind, and consideration for the very varied towns the Great Southern encapsulates.
Should you wish to have further support from our team during the design and production phase of your signs, please contact us.
WELCOME TO LOCATION
Locator Pin “Town” example 1
DENMARK MT BARKER
Locator Pin “Town” example 2
REGIONAL SIGNAGE EXAMPLES
Welcome to “Town”
Locator Pin “Town”
Locator Pin “Town” With textured border
Welcome to “Town”
Locator Pin “Town”
Locator
Locator
Locator
Locator Pin “Town” With textured border
REGIONAL SIGNAGE EXAMPLES
LOGO LOCK-UP SIGNS
BREMER BAY
MT BARKER ALBANY
DENMARK
GREAT SOUTHERN BRAND VIDEO
The Great Southern Brand Video has been created to inspire and showcase the beauty, richness, and wild of the Great Southern.
It will be used in ASW marketing campaigns, social media and partner websites.
You can watch the brand video here
How to embed the video on your website:
1. Go to the brand video on the Vimeo website.
2. Click ‘Share‘
3. Copy the code underneath ‘Embed‘ and paste this into your website.
If you need further support please email our team.
WORK WITH US AUSTRALIA’S SOUTH WEST
Australia’s South West promotes the attractions, businesses, product and more, found within the Great Southern region.
We market the region and all its tourism assets and products to our target markets to encourage them to book a holiday to our vast and incredible part of the world.
Our target markets are intrastate (WAbased people), interstate (anyone travelling to WA from other Australian States) and international (anyone coming to WA from overseas).
We develop and deliver a range of marketing activity:
• Marketing Campaigns
• Consumer and Trade Travel Shows
• Trade and Media Familiarisations
• Communications Channels
• Australia’s South West Holiday Planner and Map
Become a member to receive exclusive marketing benefits.
Have a campaign, product, experience you’d like to promote? Get in touch.
OYSTER HARBOUR, ALBANY
CONNECT WITH US
@discovergreatsouthern #wanderwiththewild
@discovergreatsouthern #wanderwiththewild
WEBSITE discovergreatsouthern.au
CONTACT
Glen Thompson
Great Southern Tourism & Trade Manager, Australia’s South West glen.thompson@australiassouthwest.com
RECOMMENDED GRAPHIC DESIGNER
We recommend our preferred local Graphic Designer “Clever Octopus”, who is a very capable supplier with Great Southern brand experience.
CLEVER OCTOPUS
Clever Octopus acknowledges the need identified by Australia’s South West (ASW) for the Great Southern region to have its own distinct brand, aimed at enhancing the marketing and advertising efforts for the area. We recognize the importance of aligning this initiative with Western Australia’s “Walking On A Dream” campaign to fully leverage the unique strengths and attributes of the Great Southern.
cleveroctopus.com.au megan@cleveroctopus.com.au 0447 450 099
MORE INFORMATION
Visit
your organisation. Please contact your Australia’s South West in-market representative with any queries, or email: admin@australiassouthwest.com