Tourism Australia
Hospitality and Leisure
Let us tell you a story…
Services:
Brand strategy, identity, digital
Australia’s a place like nowhere else. It kicks up red dirt, threads the air with eucalypt, and cools you off with a salty spray. It’s a destination for foodies and fashionistas, stargazers and sports-nuts, nature-lovers and urban explorers. It’s a place to collect stories. And it’s home to the people who have been telling stories for more than 60,000 years and counting.
And if you’re here to visit, the stories you take home with you are just as special. It’s only natural that storytelling was going to be at the heart of our brand refresh for Tourism Australia.
A story in any setting
No matter what kind of story we were telling, it was important for the brand to always show up. New colour options and a redrawn and optimised logo meant it would always have contrast, legibility, and memorability against any backdrop.
From the first g’day, to come and stay
Australia has been asking people to come and say g’day, since Paul Hogan first threw a shrimp (ahem, prawn) on the barbie in 1984. And we did it again in 2022, with the tale of Ruby the kangaroo taking a daring adventure across the country.
But to build an even richer experience into the brand, we wanted to take things beyond a simple hello, and explore what happens when you really start exploring. Dig deeper, instill a sense of adventure and intrigue, and ultimately draw people in — to come and discover for themselves what Australia is really about — and keep Australia top of mind for anyone booking their next holiday or business trip.
The voice of a storyteller
Any good story starts with the words you say. The brand voice is all about telling a story that could only be told here. It welcomes you in with open arms, gives you the kind of detail only a local would know, and just like Aussies themselves, not afraid to have a laugh along the way.
A story only this place could tell
Australia’s a big, vast, and endlessly varied place. Location pins help the brand set the scene and show exactly where these stories are told. They’re also an opportunity to start to share the rich history of each of these places, with First Nations’ place names appearing side-by-side.
Embedding the DNA into the system
The Tourism Australia kangaroo in its current form has been part of the brand since 2012. As an iconic symbol of the country, we’ve further embedded this brand recognition into the system by taking inspiration from the curves and form of the kangaroo itself.
Type tells the story
Every good story needs a serif, so naturally it’s everywhere in the brand. The ‘Australia’ wordmark also got its own custom update—look closely and you can find the brand’s kangaroo tails hidden in the inktraps.
Audience Stretch
There are many different ways to experience Australia. Most visitors come for a holiday, but some seek a more premium experience, while others combine business with the pleasure of exploring the country.
Luxury audiences are introduced to a place that enriches the senses and leaves nothing uncatered for. Business audiences, meanwhile, can find inspiration from Australia’s people and landscapes while getting their work done in a truly remarkable setting.
The stretch helps internal teams focus on what’s really relevant to these audiences, building on the brand’s distinctive assets, and telling a story that shows what makes Australia so special, no matter the reason you’re here.
