Dogwhistle Profile 2021

profile

C R E AT I V E

branding | advertising | publishing | marketing | design | photography | copywriting strategic planning | print | television | radio | digital | social | web | signage | events

2

ABOUT DOGWHISTLE CREATIVE Established in 2008, Dogwhistle Creative is a partnership between Greg Meek and Liz Shepherd.

Dogwhistle is a strategic marketing and creative agency specialising in high-end branding, design, photography and advertising in all media.

Based in Byron Bay, Dogwhistle services public and private sector enterprises – large and small – throughout regional Australia.

Dogwhistle offers a complete branding and marketing service, from strategic planning through initial concepts and brand development to targeted marketing campaigns in print, television, radio, point-of-sale, merchandise, image libraries, web and social media.

We can design and produce anything from a business card to a comprehensive corporate identity package.

Dogwhistle has produced comprehensive brand packages, marketing and advertising across all media for business, local government and regional tourism organisations including: • Lismore City Council • Clarence Valley Council • Tweed Tourism

• Ballina Shire Council • Scenic Rim Regional Council • Northern Rivers Tourism

• Richmond Valley Council • Byron Shire Council • Destination North Coast

Photography samples* https://bit.ly/dogwhistlepics (*pics by Greg Meek and Trevor Worden)

C R E AT I V E

3

BRANDING LIZ SHEPHERD After several years in Public Relations and customer service with Ansett Airlines, Liz moved to the Northern Rivers in 1996 to join Northern Rivers Tourism.

• Developing marketing collateral

In 1997 she joined Ballina Shire Council as PR and Promotions Manager and in 13 years with Council, progressed to Manager, Economic Development and Tourism.

• Liaison including Council staff, elected Council, Government organizations, media, business and community.

Her role involved overseeing management of the Visitor Information Centre, developing, planning and coordinating community events such as Rivafest, and destination branding and marketing.

She was responsible for Council’s tourism, events, community gallery and branding including: • Visitor centre and information programs • Strategic and operational planning for visitor centres • Marketing campaigns • Event planning and coordination • Revenue raising through fund-raising and sponsorship • Community engagement and development • Ballina’s Festivals & Events • State, regional and local tourism plans

• Media releases and media liaison • Regional forums such as the Tourism Master Class

Liz served as Chair and Marketing Chair for Northern Rivers Tourism and developed a number of award-winning marketing initiatives.

She represented the North Coast on the State Visitor Information Centre Accreditation Network for six years, developing guidelines and policies for visitor information centre standards, approvals and accreditation.

She was also instrumental in the establishment of the Northern Rivers Tourism Management Group.

In addition to her managerial and client service roles at Dogwhistle, Liz specialises in social media and website development, strategic planning, tourism destination development and management, campaign development and project management.

• Developing brand strategies • Visiting journalist programs C R E AT I V E

BRANDING GREG MEEK Greg has been a creative director, photographer, copywriter, designer and strategist since 1978.

He specialises in brand development, advertising, publishing, image libraries and design for all media.

Greg began his career in major Sydney ad agencies and publishing houses. He freelanced throughout Sydney before moving to the Northern Rivers in 1993.

For fifteen years (February 1993 to March 2008), Greg was a Creative Director and Director at one of Australia’s largest fullservice, regional agencies.

He has written, designed and produced scores of publications, brochures and advertising campaigns for all tiers of government and businesses large and small.

Greg has conceived, coordinated, designed and produced ’award-winning campaigns for Northern Rivers Tourism and contributed to many tourism and economic development initiatives.

He has conducted major photoshoots and created image libraries for regional councils and tourism organisations throughout Northern Rivers and South East Queensland.

Greg has designed and produced branding and marketing material for local, state and federal government agencies, Universities, TAFEs and private sector organisations in tourism and hospitality, manufacturing, alternative therapies, fashion and finance

PAST & CURRENT CLIENT LIST

4

• Central Victorian Goldfields • University Of Technology Sydney • Northern Rivers Food • Clarence River Tourism • Iluka, Yamba and Lismore Chambers of Commerce • NSW Dept Employment Education and Training • Clarence Coast Holiday Parks • Clarence Valley Council • Catcha-a-Crab • Destination Tweed • Lismore City Council • Byron Shire Council • Ballina Shire Council • CivilTeam Engineering • Lismore Lantern Parade • Richmond Valley Council • Skydive Australia • Scandinavian Cone Company • Scenic Rim Regional Council (Qld) • North Coast Institute of TAFE • Southern Cross University • TAFE Queensland • Tweed Economic Development Corp • Regional Development Australia.

C R E AT I V E

5

BRANDING LOGO DESIGN Dogwhistle Creative has developed brands and logos for organisations large and small in both private and public sectors.

Many of these projects have involved extensive research and consultation with consumers, target markets, Chambers of Commerce, Councillors, staff and other stakeholders.

Dogwhistle creates logos that are contemporary yet enduring and resonate with the communities and organisations that they represent.

s c e n i c

clarencecoast broomshead holiday park

r i m

holidayparks.com.au

calypsoyamba holiday park

minniewater holiday park

ilukariverside holiday park

wooli

holiday park

C R E AT I V E

BRANDING LOGO DESIGN

6

tourismmanagementgroup

coast & hinterland

C R E AT I V E

7

EXAMPLE #1 LISMORE CITY COUNCIL As agency Creative Director, Greg designed Lismore City Council’s original ‘corporate/ marketing’ logo and branding in 1993. The design has enjoyed remarkable longevity, surviving with only one minor update in over 27 years.

The brand package included individual logos and sub-brands for various Council departments including, Waste, Water, the Quarry and Tourism with a view to future commercialisation of Council operations.

OUTCOMES The development of a ‘corporate’ brand/logo for a Council was a fairly novel concept at the time it was begun in the early 90s.

The logo/brand was very well received and quickly adopted for Council: • sIgnage • uniforms • vehicle livery • advertising The designs have been extraordinarily successful and are still in use today

The package, which included everything from stationery and advertising templates to photography, uniforms, vehicle livery and gateway signage, set the standard for a new era in Council branding and was quickly emulated by other Local Government Areas.

Dogwhistle Creative continues to provide Lismore City Council with a comprehensive range of design and marketing services.

C R E AT I V E

EXAMPLE #1 LISMORE CITY COUNCIL continued PHOTOGRAPHY/CREATIVE DIRECTION Dogwhistle has conducted many photoshoots for Lismore City Council, documenting Council operations, facilities and events. Dogwhistle develops the creative concepts, scouts and chooses locations and subjects, sources and negotiates with talent, creates schedules and storyboards, directs photographers and shoots.

Over the years, these projects have produced multiple photo libraries with thousands of high quality images.

(*pics by Greg Meek and Trevor Worden)

8 OUTCOMES Multiple photoshoots have yielded thousands of images for use in: • publications • advertising • displays • websites These high quality images considerably enhance Council’s brand and communications

C R E AT I V E

example #1 LISMORE CITY COUNCIL continued PHOTOGRAPHY/CREATIVE DIRECTION – TOURISM Much of Dogwhistle’s work for Lismore City Council has centred on tourism and events and city centre revitalisation. Dogwhistle has conducted major photo and video shoots focusing on the region’s lifestyle and visitor attractions.

9 OUTCOMES A comprehensive library of high quality motivational imagery that provides a foundation for all of Lismore’s tourism marketing activity.

• advertising • displays • websites • social media

(*pics by Greg Meek and Trevor Worden)

C R E AT I V E

10

EXAMPLE #1 LISMORE CITY COUNCIL continued PUBLICATIONS Dogwhistle has carried Lismore’s brand values through dozens of brochures and publications, from annual reports and strategy documents to visitor guides and targeted niche publications.

For many of these publications, Dogwhistle has been responsible for origination and concept development, design, copywriting, photography and project coordination.

Investment Prospectus – https://issuu.com/lismorecitycouncil/docs/lismore_prospectus_online

OUTCOMES A suite of consistently designed publications that effectively communicate Councils message and brand.

Development Strategy Document – https://issuu.com/dogwhistle/docs/economic_development_strategy_2019_2024_final

C R E AT I V E

11

EXAMPLE #1 LISMORE CITY COUNCIL continued

OUTCOMES Lismore’s Visitor Guides and brochures have, since the early nineties, set the standard for the presentation of visitor information. Their quirky, contemporary style compliments the Lismore brand and sees visitors retain them as souvenirs.

PUBLICATIONS Visitor Guides https://issuu.com/lismorecitycouncil/docs/lismore_visitor_guide_2020_issuu https://issuu.com/dogwhistle/docs/lcc185_visitor_guide_2017_web

lismore visitlismore.com.au

Niche Publications https://issuu.com/dogwhistle/docs/lismore_dining https://issuu.com/dogwhistle/docs/lismore_artstrail

arts

vinretro tage september 2017

+nimbin+villages

lcc181_artstrail 9_2017.indd 1

19/9/17 10:39 am

C R E AT I V E

EXAMPLE #1 LISMORE CITY COUNCIL continued

12

OUTCOMES Anecdotally, the ‘art+food’ campaign was a successful in engaging local and visitors alike online and in uptake of offers and packages.

CAMPAIGNS – art+food Dogwhistle has created and produced many campaigns and promotions for Lismore Tourism and Events – from simple social media promos to large scale multi-media campaigns.

The ‘art & food’ campaign, blended traditional and social media, print collateral and online competitions to promote a series of cultural events as well as dining and accommodation packages featuring local operators.

The campaign featured a ‘passport’ loyalty component with prizes, discounts and customer rewards. campaign website

operator prospectus

social media promotion

1/2 page national press

CBD event poster

C R E AT I V E

13

EXAMPLE #1 LISMORE CITY COUNCIL continued OUTCOMES

CAMPAIGNS – Nimbin Imagine After a major fire devastated the village shopping precinct, Dogwhistle was engaged to create a destination promotion campaign to help revitalise the town centre and increase visitation.

The campaign included a dedicated photoshoot, print collateral, press, social media, online and television advertising. campaign website

full page press

1/2 page national magazine

The Nimbin ‘Imagine’ campaign achieved national exposure for the tiny village. It countered negative perceptions after a fire devastated the historic heart of the village.

The campaign also rekindled a spirit of optimism among locals.

touring itineraries brochure

nimbin 30second TVC: https://vimeo.com/404510313 nimbin 2.40min online video: https://vimeo.com/404495194

dedicated photoshoot

C R E AT I V E

EXAMPLE #1 LISMORE CITY COUNCIL continued SIGNAGE Dogwhistle has created event signage, billboards, displays, airport interiors, visitor centre exteriors as well as gateway and directional signage for Lismore and its villages. visitor centre exterior

14 OUTCOMES The ‘Gateway Signage’ project provided an ‘on-brand’ update to Lismore’s entry and directional signage throughout the Shire and was well received by constituents

airport interior feature wall

gateway and village signage

stadium signage

event billboard

C R E AT I V E

15

EXAMPLE #1 LISMORE CITY COUNCIL continued WEBSITES

OUTCOMES

Dogwhistle has just launched a major redesign and restructure of Lismore’s web presence.

The project transitions three linked websites (Lismore, Nimbin and Lismore City Centre) that were created by Dogwhistle in 2012, into a new ‘Live + Work + Play’ suite of four new complimentary sites. The ‘Live’ site is a community resource that provides information on Lismore’s available public and private services – medical, education, etc. ‘Work’ provides information and assistance for existing and prospective businesses, while ‘Play’ frames the two tourism sites – Lismore and Nimbin.

When launched, the new sites will bring together Council’s tourism, community and business services under a distinctive and cohesive brand theme.

the ‘LIVE + WORK + PLAY’ website landing pages

https://www.cometotheheart.com.au

C R E AT I V E

16

EXAMPLE #2 LISMORE BUSINESS PROMOTION COME TO THE HEART The Lismore Business Promotion Program is administered by Lismore City Council and the Lismore Business Panel.

The Program’s vision is that “Lismore is a welcoming hub for business, community and visitors alike.”

Dowhistle Creative was initially engaged to develop a retail, ‘buy-local’ campaign for the Lismore CBD highlighting its distinctive, creative and quirky shopping experience.

The program featured a bespoke campaign brand, press and digital advertising, mechandise, point-of-sale and print promotional material.

The ‘Come to the Heart’ branding was so well received by the Lismore community that it was adopted by Council and business as their City’s official promotional brand.

During and after 2017’s catastrophic flooding, the ‘Heart’ was spontaneously adopted by members of the Lismore community as a symbol of their unity, strength and resilience.

It has enjoyed unprecedented longevity and remains viable and popular almost 10 years after it’s creation.

OUTCOMES Originally designed as short-term a campaign brand ‘Come to the Heart’ has been embraced by the Lismore community and has enjoyed unprecedented support.

It has become the primary brand for Council, tourism and business promotions and community activities and events.

Dogwhistle has created many campaigns for the LBPP, from initial concepts to final production, that include print collateral, press advertising, brochures, posters, online and television advertising.

A gallery featuring some of Dogwhistle’s Lismore images can be found here: https://bit.ly/lismorecbd2

C R E AT I V E

EXAMPLE #2 LISMORE BUSINESS PROMOTION continued

17

COME TO THE HEART – Retail Campaign come to the heart press advertising

come to the heart point of sale/merchandise

come to the heart promotional vehicle livery

C R E AT I V E

18

EXAMPLE #2 LISMORE BUSINESS PROMOTION continued OUTCOMES

EVENTS – Eat the Street Eat the Street is a street food festival designed to reinvigorate the City Centre and to showcase Lismore’s eclectic café and restaurant culture and extraordinary regional cuisine.

Dogwhistle designs and produces signage, print, press, radio, television, online and social media promotions for the event. It produces funding applications, acquittals and reports and prepares award submissions. Eat the Street attracts more than 30,000 visitors annually and, in its 5 year history, has won major regional and state tourism awards. eat the street press

eat the street poster

eat the street press

eat the street billboard

With a relatively small budget, the ‘Eat the Street’ project attracts more than 30,000 visitors annually, highlights Lismore’s burgeoning regional cuisine and enhances brand awareness throughout NSW and Queensland.

eat the street poster

eat the street TVC

https://vimeo.com/391147663

C R E AT I V E

19

EXAMPLE #2 LISMORE BUSINESS PROMOTION continued EVENTS – Arts in August The ‘Arts in August’ promotion highlighted the activities of Lismore’s vibrant creative community using print collateral, on-site displays, press, social media and television advertising. arts in august display banner

arts in august website promo

arts in august website promo

OUTCOMES The ‘Arts in August’ promotion raised awareness of Lismore’s brand and creative community and resulted in increased attendance at cultural events. arts in august television

street banner

https://vimeo.com/101495301 C R E AT I V E

EXAMPLE #2 LISMORE BUSINESS PROMOTION continued RETAIL CAMPAIGNS Dogwhistle has created retail campaigns for the Lismore City Centre, including Christmas shopping, and ‘buy local’ promotions and the annual stocktake sale. christmas press

christmas press

stocktake poster

stocktake press

christmas television

20 OUTCOMES Dogwhistle’s Christmas campaigns attracted increased numbers of shoppers to the CBD and enhanced perceptions of quality, variety and the Lismore shopping ‘experience’.

christmas on-line promotion

https://vimeo.com/374077744

stocktake television

https://vimeo.com/416587810

C R E AT I V E

21

EXAMPLE #2 LISMORE BUSINESS PROMOTION continued

OUTCOMES

WHAT’S ON CAMPAIGNS Lismore conducts and on-going, bi-monthly campaign to promote community and cultural events. Dogwhistle produces posters, television, online and social media advertising. what’s on web banner

what’s on press

what’s on social media ad

Dogwhistle’s cost effective ‘what’s on’ campaigns increase awareness and attendance at Lismore’s events.

what’s on 30 second television

what’s on 15 second television

https://vimeo.com/302995302

https://vimeo.com/387828643

what’s on poster/billboard

C R E AT I V E

22

EXAMPLE #3 BALLINA SHIRE COUNCIL Greg and Liz (Dogwhistle Creative) had a long and fruitful relationship with Ballina Shire Council for many years. They designed the brand and produced many successful campaigns including events packages, press, television, brochures, visitor guides, photo libraries and outdoor media. billboard

visitor guide

visitor guide

loyalty card

television

billboard

https://vimeo.com/413042774

buy local shoppers ‘passport’

OUTCOMES coast & hinterland

A rebrand and refocus of Ballina’s marketing direction increased visitation and attracted a more youthful visitor profile..

C R E AT I V E

23

EXAMPLE #4 SCENIC RIM When five South East Queensland Councils were amalgamated in 2010, Dogwhistle Creative designed and produced a comprehensive brand package for the newly formed Scenic Rim LGA. The project included brand design and management, extensive photography, advertising, print collateral, web design, television, online video brochures and a loyalty card program. visitor guide

brand guidelines

tourism awards entry

6 9

r i m

loyalty card program

D E S T I N AT I O N M A R K E T I N G

Contents

5

merchandise

s c e n i c

One Mountain After Another

brand

2011 Queensland Tourism Awards Category 14 – Tourism Marketing

Canungra, Lamington & Beechmont

toolkit

Tamborine Mountain

12

Beaudesert & The Lost World Valley

17

Rathdowney, Mt Barney & Mt Lindesay

20

Boonah

23

Kalbar, Roadvale & Peak Crossing

26

Harrisville, Rosevale & Aratula

28 Visitor Information Centre Contacts using the Scenic Rim brand community and industry

s c e n i c

r i m

s c e n i c

r i m

v i s i t s c e n i c r i m. c o m. a u

2

website design

photography: https://bit.ly/Scenicrimpics

OUTCOMES Dogwhistle’s branding program helped to create a unified community identity that was embraced by locals and enhanced destination awareness in key markets.

C R E AT I V E

24

EXAMPLE #5 REGIONAL TOURISM Both Greg and Liz have deeply involved in regional development and local government for many years.

Greg was involved with the establishment of Northern Rivers Tourism and Liz served terms as its Chair and Marketing Chair and was seconded as a marketing consultant while working at Ballina Council.

Among many successful projects, they collaborated on a significant regional tourism campaign, “Rivers of Life”, that won gold at the NSW Tourism Awards. The campaign included origination, concept development, itineraries, design, copywriting and production for print, press, television and a bespoke website. rivers of life press

trade show display

international brochure

international brochure

rainforest way press

OUTCOMES Dogwhistle’s many branding and promotional campaigns for regional tourism helped to position the Northern rivers as one of NSW’s premier destinations.

C R E AT I V E

25

EXAMPLE #5 REGIONAL TOURISM continued More recently, Dogwhistle has completed major projects for the current tourism authority, Destination North Coast.

They completed a multi-tiered destination marketing campaign targeting visitors to the Gold Coast during the 2018 Commonwealth Games. This project involved developing a campaign brand, fact sheets, touring itineraries, video and social media components.

In 2018, Dogwhistle was commissioned to create a library of images and video footage covering a vast region from Evans head in the south to the Queensland border for Destination NSW. https://bit.ly/dogwhistleDNC Dogwhistle handled all aspects of the shoot, sourcing locations, talent and production crew, developing creative concepts, creating storyboards, managing schedules and logistics, directing and shooting.

The project also included the production of online and television videos touring itineraries

OUTCOMES video storyboard

social media posts

Dogwhistle’s work with Destination North Coast signalled a new era in tourism development and promotions for the region.

online and tv video

https://vimeo.com/261799950

https://vimeo.com/332910458

C R E AT I V E

26

EXAMPLE #6 CLARENCE VALLEY Clarence Valley Council was created through the amalgamation of five regional Councils.

Dogwhistle was involved in the initial brand development process and many subsequent campaigns and projects. Through a series of large-scale photo/video shoots, Dogwhistle created a substantial library of tourism and economic development resources.

Dogwhistle created brochures and publications for The Clarence including visitor guides, development prospectuses and relocation guides for new residents and businesses. https://bit.ly/Clarencelocation2 holiday at home campaign

visitor guide

relocation brochure

OUTCOMES From creation of a new brand identity to ongoing tourism and economic development campaigns, Dogwhistle has been instrumental the creation of the new Council entity.

https://bit.ly/clarencerelocatebook

general press

https://bit.ly/clarencemoment C R E AT I V E

27

EXAMPLE #6 CLARENCE VALLEY continued Clarence Valley Council operates a chain of holiday parks along the Clarence Coast.

clarencecoast

holidayparks.com.au

Dogwhistle created a ‘family’ brand to bring the five parks together under one cohesive marketing identity.

Dogwhistle has produced marketing strategies, television advertisements, online video, brochures, image libraries, brochures, websites, social media, billboards, tradeshow displays and a comprehensive gateway and internal signage project for each of the five parks. holiday at home campaign

billboards

website

press

signage visual

http://www.clarencecoastholidayparks.com.au

https://vimeo.com/193636098

C R E AT I V E

28

EXAMPLE #7 CIVILTEAM ENGINEERING Dogwhistle completed a comprehesive rebrand for Tweed-based Civilteam Enginering.

The project included logo and branding, stationery package, corporate brochures, website, uniforms vehicle livery and site screening. logo makeover

website

stationery

site screens fence/screen

CivilTeam Engineering

vehicle livery

uniforms

display banners

document folders

C R E AT I V E

29

EXAMPLE #8 NSW NATIONAL PARKS & WILDLIFE SERVICE Dogwhistle has conducted several photoshoots for National Parks & Wildlife. They have created interpretive signage for several of the region’s National Parks and designed interior displays for the Kyogle headquarters. interpretive signage for National parks

display signage for Kyogle HQ Recognising the Githabul People’s Native Title

In November 2007 the Federal Court of Australia made a consent determination recognising the Githabul people’s native title rights and interests over 1120 sq km in nine national parks and 13 state forests in northern NSW. This landmark agreement acknowledges that the Githabul people’s native title has always existed, and continues to exist, under their traditional laws and customs.

Country and landforms around this area, particularly to the north and west of Kyogle, are documented by Githabul people as holding deep, ongoing cultural associations.

Significant landscape features include Mount Lindesay, Tooloom Falls (Bandahngan Aboriginal Area), Haystack Mountain and the waters of the Richmond and Clarence River catchments.

It provides for the consultation and management of Githabul people in national parks and reserves, protection of culturally important places and employment opportunities.

Kyogle National Parks and Wildlife is proud to help deliver these benefits to local Githabul people in recognition of their native title.

An Indigenous Land Use Agreement (ILUA) between the NSW State Government and Githabul people was negotiated in 2007 and relates to the consent determination.

photoshoots

C R E AT I V E

30

EXAMPLE #9 NORTH COAST GP TRAINING Dogwhistle provided North Coast GP Training with a range of creative services form annuual reports and newsletters to external and interior signage and decor. pull-up displays

annual reports 2012 - 2014

interior design

brochures, cards and newsletters

exterior colour scheme and signage

C R E AT I V E

31

EXAMPLE #10 REGIONAL DEVELOPMENT AUSTRALIA Greg and Liz have been involved in many regional development projects over the years including brand development and promotional material for Regional Development Australia initiatives. reports,documents and presentations

brand collateral concepts

pull-up displays

project prospectus

trade show display

C R E AT I V E

C R E AT I V E

Liz Shepherd General Manager/Digital Marketing liz@dogwhistle.com.au 0415 965 407

Greg Meek Creative Director greg@dogwhistle.com.au 0415 915 232