FOR IMMEDIATE RELEASE

Brand Identity Reflecting Rebirth and Renewal

Following the devastation caused by the Australian bushfires, Tathra Beach Eco Camp embarked on a rebrand to creatively tell their story of rebirth and to relaunch their destination with a new hope and identity. The new brand needed to reflect their unique story, their destruction and hope, their lands rich cultural and indigenous roots, reflect their intensive rebuild, and their commitment to a renewed eco tourism experience. A unique identity that reflected the natural priority of the destination and the vivid history of the renewed landscape was delivered.

A range of avenues were explored in strategizing the creative direction for the brand. Color psychology principles were researched for values related to relaxation and tourism, whilst considerations were also made to the local fauna, wildlife, and the colors and material selections made for the new buildings. This ensured and online/ offline consistency of guest experience across the brand and stay.

Comprehensive Brand Design Package & Products were designed, produced/printed & delivered, including: Creative Concepts, Complete Style Guide, Custom Designed Wordpress CMS Website, Full Social media setup, launch, Social media ad campaigns & creatives, Social media launch posts campaign, Unique timer etched guest interactive digital guides, All physical signage, Branded promotional products & giveaways, Printed Stationery & Collateral.

The resulting brand delivered a style of identity not before seen in the Australian Eco Tourism Space. The elements of the brand were adapted across various production mediums and in pleasing variations to meet form of purpose. Eg, high contrast ads and simple representation for physical signage, Contrasting variations and adaptions for visual interest on social media etc.

In development and realization of the strategy for this brand, a number of factors were evaluated: color psychology values and their relationship to the brand values, competitor marques and identity to ensure unique placement and positioning, and the form, colors, materials and planning of the rebuilt physical spaces, buildings and physical landscape were considered to ensure a digital and physical consistency of brand and identity.

The challenges in creating this brand were multifaceted. Previously run as a caravan park, and tragically destroyed by the Australian bushfires, this created an opportunity for the new owners to reinvent the destination to deliver a new and unique experience for guests. Delivering a brand and creative strategy that paid tribute to the story of the location and honored the cultural significance and history of the land, whilst also engaging new guests about the future was a great challenge.

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