destination branding images collateral
creative
september 2012
page
2
dogwhistle is... From its studio in Byron Bay, Dogwhistle provides high-end, strategically targeted branding, advertising, design, photography, publishing, web design, copyrighting, marketing and communication services. Dogwhistle is Greg Meek and Liz Shepherd greg meek Greg has been a creative director, photographer, copywriter, designer and campaign strategist since 1978. He specialises in brand development, advertising, publishing, image libraries and design for all media.
dogwhistle provides high-end design, branding, advertising, photography, publishing, web design, copywriting and communication strategies
Greg began his career in major Sydney ad agencies and publishing houses and freelanced throughout Sydney for many years before moving to the Northern Rivers in 1993.
For fifteen years (February 1993 to March 2008), Greg was a Creative Director and Director at the North Coast Ad Agency in Lismore. In that time, he worked with some of the region’s most dynamic and talented professionals on an incredibly diverse range of projects. He has created web sites, image libraries, logos and branding and researched, written and edited plans, profiles and strategies for many of local Councils, State government agencies, educational institutions and private businesses. Greg has written, designed and produced scores of publications, brochures and advertising campaigns for all tiers of government and businesses large and small.
He conceived, coordinated, designed and produced the state award-winning 2006 ‘Showcasing the Northern Rivers’ campaign and 2009’s ‘Rivers of Life’ campaign. Greg created the brand package for the Scenic Rim region - including the original logo, uniforms, merchandise, website, photoshoot, brochures, television advertising and promotional videos. Greg has also contributed to many ground-breaking tourism and economic development initiatives. He has sponsored and helped to promote many regional events, travelled extensively throughout the Northern Rivers and south east Queensland and created thousands of images of its man-made and natural assets. As a member of the Nature Tourism Task Force (NTTF) Greg helped to develop and promote the Rainforest Way, the Northern Rivers Regional Strategy, the Nature Based and Eco Tourism Plan and the Ecolodge Investment Prospectus. Many of these projects involved significant community, industry and stakeholder consultation and research. Greg has designed, developed and produced branding and marketing material for local, state and federal government agencies, Universities, TAFE NSW and TAFE Queensland and private sector organistions in tourism, hospitality, manufacturing, alternative therapies, fashion and finance.
creative
page
3
dogwhistle is... liz shepherd Liz completed a Bachelor of Arts at Wollongong University with a double major in Industrial Relations and Law and began her working life in human resource management at Ansett Airlines. Drawn to communications and promotions, Liz joined Ansett’s customer service and public relations team in 1990.
Liz also served terms as Chair and Marketing Chair for Northern Rivers Tourism.
She moved to Byron in 1996 to take up a position with the then fledgling Northern Rivers Tourism. Her duties included managing visiting journalist and public relations programs.
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.
In 1997 she joined Ballina Shire Council as Public Relations and Promotions Manager. Her responsibilities included overseeing the 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.
Liz was also instrumental in the establishment of the Northern Rivers Tourism Management Group. The Tourism Management Group (TMG) is a coalition of tourism officers and managers from the Ballina, Byron, Clarence Valley, Kyogle, Lismore, Richmond Valley and Tweed local government areas that oversee the development and implementation of tourism projects in destination development, management, marketing and advocacy.
responsibilities included: • Management of visitor centre and visitor information programs • Strategic and operational planning for visitor information centres • Developing and implementing marketing campaigns • Event planning and coordination • Revenue raising through fund-raising and sponsorship • Community engagement and development • Developing and coordinating Ballina’s Festivals and Events Program • Participating in the development of state, regional and local tourism plans • Developing and implementing brand strategies • Developing and coordinating visiting journalist and media programs • Developing briefs and overseeing the production of marketing collateral • Preparation and distribution of media releases and media liaison • Coordinating local regional forums i.e. Local Tourism Master Class • Stakeholder liaison including Council staff, elected Council, Government organisations, media, business and community.
In this regional role, she also developed and managed a number of marketing initiatives including the state award-winning ‘Showcasing the Northern Rivers’ campaign.
In addition to her managerial and client service roles at Dogwhistle, Liz specialises in strategic planning, tourism destination development and management, campaign development and project management.
dogwhistle provides targeted marketing plans, innovative and integrated new media campaigns, destination planning and management strategies and event marketing and management.
creative
page
4
relevant experience... In Greg’s 38-year creative career he has worked as a copywriter, strategic planner, photographer and designer of everything from business cards to books; retail displays and commercial interiors to billboards, uniforms, vehicle livery and websites. In 15 years as a Creative Director with one of Australia’s largest regional advertising agencies, Greg was responsible for all aspects of creative direction, design, strategic planning and execution of brand development projects. Many of Greg’s branding projects have involved substantial consultation and liaison with a range of stakeholders – from industry associations, chambers of commerce and community groups to boards of directors and elected councillors. Greg has developed comprehensive brand strategies, logos, corporate ID packages, print collateral, magazines and brochures, image libraries, websites, point of sale material, signage, street banners, exhibition displays, merchandise, television and radio campaigns for local and state government, universities and regional tourism organisations. Greg has a strong reputation for transforming the image of local government organisations and has redeveloped most of the local government brands throughout the Northern Rivers region. Greg has been designer/creative director on branding projects for: • Clarence Valley Council • Maclean Shire Council
• Tweed Economic development Corporation • Northern Rivers Food • Northern Rivers Tourism • Clarence River Tourism • Iluka, Yamba and Lismore Chambers of Commerce Greg has also conducted major photo shoots and created image libraries for much of the Northern Rivers and South East Queensland. With more than 13 years experience in local government, as Manager, Corporate Communications & Tourism, Liz was responsible for researching, planning, evaluating, reporting, coordinating and promoting council’s tourism, events and community gallery sections. Liz understands the issues facing local government and has the skills and experience to ensure a high level of diplomacy and strategic communication. Liz has been involved in the development and implementation of community consultation programs including the following recent examples: • The Northern Rivers Tourism Master Class • Ballina Shire Council’s Town & Village Signage Program • Ballina Shire Council Strategic Tourism Plan • Northern Rivers Strategic Tourism Plan
• Lismore City Council • Ballina Shire Council • Richmond Valley Council • Scenic Rim Regional Council • North Coast Institute of TAFE • Southern Cross University • TAFE Queensland
creative
page
5
on branding... much more than a logo
destination branding objectives
A brand is a combination of logo, typography, art, colour, imagery and design that is immediately associated with an organisation, product or service – or destination.
To develop a distinctive and representative brand that showcases the core values, experiences and personality of the destination.
In an instant, a brand projects the style, character and market positioning of its subject. It’s a window into the world it represents and a rallying standard for its constituents. A brand is the first point of contact with consumers and successful brand is a significant asset with a very real market value.
To create a consistent, cohesive and distinctive style that will provide the basis for all expressions of the destination identity - imagery, signage, television print collateral, digital media, advertising, visitor guides etc. To engender support for the regional brand among all stakeholders including council staff, elected representatives, industry and community.
Effective, well-managed branding builds upon itself — every well executed piece of stationery, advertising or promotional literature reinforces the brand. It capitalises on the momentum of previous material, and builds the brand further... the effects snowball. To maximise the return on your investment, you must protect the integrity of your brand. You must maintain production standards for all published material and all design work should be professionally executed and conform to a welldefined corporate theme. Poor reproduction or inappropriate use of branding materials can quickly undermine the value of the brand.
creative
page
referees
contact
Mr Ian Oelrichs
Ms Cathie Johnston
dogwhistle creative
Break of Day Investments
Project Manager, Leisure Tourism
suite 4, 9 fletcher street
02 6687 1996
(Former Tourism Development Coordinator
sunrise@breakofday.com.au
Regional Development, Scenic Rim Regional
byron bay nsw 2479
Council) Ms Jyllie Jackson CEO/Artistic Director
07 3006 6216 or 0437 644 794 cjohnston@brisbanemarketing.com.au
02 6622 6333
Ms Jenny Massie
festival@nrg.com.au
Manager Clarence River Tourism
Tourism Services Co-ordinator
Liz Shepherd 02 6619 1728 0415 965 407
LightnUp Incorporated
Mr Mitch Lowe
6
liz@dogwhistle.com.au Greg Meek
02 6642 4677
02 6619 1728
jenny@clarencetourism.com.au
0415 915 232 greg@dogwhistle.com.au
Lismore City Council 02 6626 0105
Mr Warren Stratton
Mitch.Lowe@lismore.nsw.gov.au
scandinavian cone company 02 6672 1144 info@scandinavianconecompany.com.au
creative
samples the following pages contain a few samples from our extensive portfolio. more examples can be found online at the following urls:
online samples images http://smu.gs/OT9lqS http://www.clarencetourism.com/image-gallery/p/14 http://www.visitscenicrim.com.au/gallery/
visitor guides http://issuu.com/dogwhistle/docs/tweedandsoutherngoldcoast http://issuu.com/dogwhistle/docs/ballinavisitorguide http://issuu.com/dogwhistle/docs/lismore_guide http://clarencevalley.realviewtechnologies.com/?iid=29550 websites http://www.visitscenicrim.com.au http://www.lanternparade.com
branding advertising publishing marketing design photography copywriting strategic planning > print television radio web signage events
creative
page
8
clarence valley council
clarence valley C O U N C I L
brand guidelines & stationery package
creative
page
9
clarence valley council
creative
p or ation
page
10
clarence valley council
economic development unit - print collateral
creative
p or ation
page
11
clarence valley council
economic development campaign - photography
creative
p or ation
page
12
lismore city council
corporate brand
creative
p or ation
page
13
lismore city council
tourism brochures (since 1994)
creative
page
14
lismore city council
print collateral
creative
page
15
lismore city council
e-invitation
creative
page
16
scenic rim regional council
s c e n i c
r i m
corporate brand
creative
page
17
scenic rim regional council
scenic rim
s c e n i c
r i m
motivational brochure
creative
page
18
scenic rim regional council
image library
creative
page
19
scenic rim regional council
s c e n i c
r i m
s c e n i c
r i m
brand collateral
creative
page
20
scenic rim regional council
website and e-newsletters
creative
page
21
nsw dept of employment education and training
CareerLink School-based Apprenticeship and Traineeship Programs
campaign/brand
creative
page
22
nsw dept of employment education and training
job creation campaign - eblasts
creative
page
23
nsw dept of employment education and training
school careers brochures
creative
page
24
regional development australia – northern rivers food
print collateral/merchandise
creative
page
25
regional development australia – northern rivers food
merchandise
creative
page
26
regional development australia – northern rivers food
merchandise
creative
page
27
regional development australia – northern rivers food
sydney food expo stand
creative
page
28
visitor guides
lismore (since 1994)
ballina (since 1998)
the clarence (since 2006)
the tweed (since 2003)
creative
page
29
northern rivers tourism - rainforest way
brand development
creative
page
30
northern rivers tourism - rainforest way
display advertising
creative
page
31
scandinavian cone company
brand makeover
creative
page
32
scandinavian cone company
stationery package
creative
page
33
scandinavian cone company
website design
page thirty onecreative
page
34
tweed economic development corp
brand makeover
creative
page
35
tweed economic development corp
with compliments
Tracy Armstrong Business Development Officer 41-43 Commercial Rd, Murwillumbah NSW 2484 PO Box 27 Murwillumbah NSW 2484 t 02 66 726 130 f 02 66 726 739 e tracy.armstrong@tedc.com.au w tedc.com.au
41-43 Commercial Road, Murwillumbah NSW 2484 PO Box 27 Murwillumbah NSW 2484 t 02 66 726 130 f 02 66 726 739 41-43 Commercial Road, Murwillumbah NSW 2484 t 02 66 726 130
|
f 02 66 726 739
|
|
PO Box 27 Murwillumbah NSW 2484
e mail@tedc.com.au
|
w tedc.com.au
e mail@tedc.com.au w tedc.com.au
stationery package
creative
page
36
tweed economic development corp issue 20 – September 2009
thinking, growing, smarter! in this issue
tweed economy looking good According to the latest update of the Tweed Economic Model the Tweed economy has experienced a steady growth of 1.4% over the two years ending June 2008. This is less than New South Wales average at 3.5%, but is a commendable result for a region without the large inflows of mining investment prevalent in other centres. more >
tweed economy looking good regional events flagship program growing sustainable businesses biz profile - north estate agents
regional events flagship program
congratulations - bex winners
Tourism New South Wales is supporting significant developments in tourism through the events sector as part of a strategy to target regional NSW areas as tourist destinations. As a result festival organisations across the Tweed may be eligible for one–off government assistance from between $10,000 to $60,000 over a three year period to assist with marketing and promotion of their event more >
north coast business roadshow
ceo’s message The TEDC welcomes the announcement by the NSW government Minister for Lands Tony Kelly, on the proposal to construct a $30 million marina precinct at Boyds Bay Tweed Heads.
growing sustainable businesses The SmartGreen program has been recently featured in the quarterly journal of Economic Development Australia and is part of a huge amount of information and programs available to small to medium sized business looking to reduce their operational costs and incorporate green policies into their business practices. As we move closer to the carbon emissions trading scheme that will be implemented by the federal government it makes economic sense to implement such a program for the medium to small business more >
The announcement is a proactive approach to the environmentally sustainable management of the Tweed River. more >
north coast business roadshow
members’ link
If you are a business owner or do business on the north coast, the Business Road Show is a one stop shop to access information, resources, programs and opportunites to assist & support the growth of your business. The Road Show runs in the month of September to tie in with Small Business Month ( NSW ).
Members of the TEDC believe the Tweed is an ideal location to work, live & play; and supportthe TEDC in its endeavours to create a future sustainable economy. Click to view our list of members.
Tue 15th - Tweed Heads @ The Cudgen Leagues Club Kingscliff & Tweed Heads Chamber of Commerce breakfast, commencing at 7am, cost $25. FREE Road Show from 8:30am. For more information please more >
tedc mail bag Got a comment about this month’s newsletter? email us at mail@tedc.com.au Or write to, PO BOX 27, Murwillumbah NSW 2484
business profile for july - north estate agents According to the latest update of the Tweed Economic Model the Tweed economy has experienced a steady growth of 1.4% over the two years ending June 2008. This is less than New South Wales average at 3.5%, but is a commendable result for a region without the large inflows of mining investment prevalent in other centres. more >
The Tweed Economic Development Corporation (TEDC) was established by the Tweed Shire Council in 1997 to give leadership and direction to the development of a future sustainable economy in the Tweed. The Thinking, Growing, Smarter Newsletter is produced solely by the TEDC. © Copyright 1999-2007
congratulations bex awards 2009 The TEDC would like to congratulate the winners of the recent Business Excellence Awards – with special mention to TEDC Members for taking out the following categories: Trade Services – Pottsville Forge, Manufacturing & Construction –Madura Tea Estates, Franchise - Victory Ford, Gold Bex Award Madura Tea Estates. more >
Unsubscribe | Update your Profile
41-43 Commercial Road, Murwillumbah NSW 2484 • PO Box 27 Murwillumbah NSW 2484 t 02 66 726 130
f 02 66 726 739
e mail@tedc.com.au
w tedc.com.au
website and e-newsletter design
creative
page
37
lismore city centre rebrand
retail campaign branding
creative
page
38
lismore city centre rebrand
retail campaign brand advertising
creative
page
39
lismore city centre rebrand
retail campaign merchandise
creative
page
40
lismore city centre rebrand
retail campaign vehicle livery
creative
page
41
northern rivers tourism event promo
symposium branding
creative
page
42
northern rivers tourism event promo
what are you waiting for?
time is running out...
did someone say
lucky door prize?
earlybird registrations close today!
they said a mouthful!
Don’t miss out on big savings six good reasons to attend... #1 great speakers with practical tips for using social media and the web #2 program to suit tourism, the arts, health, surfing and education #3 the year’s major networking event for tourism operators #4 its money well spent and its tax deductible as well #5 delegates will be included in a $70,000 marketing campaign, thanks to Total travel and Northern Rivers Tourism
October is upon us! REGISTER NOW!
northern rivers tourism inc
register for this year’s symposium, and you’ll go into the draw for two tickets to Kuala Lumpur courtesy of AirAsia...!
#6 You might win two return tickets to Kuala Lumpur, thanks to Air Asia!
2010
tourism symposium
2010
2010
tourism symposium
18-19 october peppers salt resort and spa kingscliff | northern rivers | nsw
DOGWHISTLECREATIVE
Fees are tax deductible, and there is an amazing LUCKY DOOR PRIZE from Air Asia X two tickets to Kuala Lumpar!
northern rivers tourism inc
18-19 october peppers salt resort and spa kingscliff | northern rivers | nsw
DOGWHISTLECREATIVE
tourism symposium northern rivers tourism inc
18-19 october peppers salt resort and spa kingscliff | northern rivers | nsw
DOGWHISTLECREATIVE
symposium e-blasts
creative
page
43
logos - various
creative
page
44
logos - various
businesspathways SUSTAINABLETOURISM
segues to success
creative
page
45
clarence river tourism – brand family
creative
page
46
ecolodges indonesia - brand family
creative
page
47
websites
creative
branding advertising publishing marketing design photography copywriting strategic planning > print television radio web signage events
creative
september 2012