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Naturally iconic

  • Tourism Whitsundays
  • Branding
  • Advertising
  • Graphic Design
  • Strategy
  • 3D & Motion Design

In the sea of competition, it’s never been tougher for tourism destinations to stand out amongst the vast array of options to travellers. Yes, even in paradise, there’s trouble. 

So, to cut through and drive domestic tourism back to an iconic destination, we reminded Aussies about the beating heart of the Great Barrier Reef, The Whitsundays. To do this, we needed a brand persona befitting its stunning looks, with a personality that’s as naturally iconic as the destination itself. 

Because the truth is, some places have to spend millions to build their icons. The Whitsundays on the other hand, was born with them. 

Other places build their icons, The Whitsundays, was born with them.

The interests, habits and knowledge you’ve gathered over the years make you uniquely you. And yet, perhaps no one is stereotyped like older people. 

As we get older we value our independence above all else, yet most campaigns for this demographic show older people in passive or submissive roles. But our age shouldn't define who we are, we should.

Our "Being Yourself Never Gets Old" brand awareness campaign for ACH Group challenges and seeks to change the narrative, and empower older people to proudly be themselves. Because that never gets old.

We built a set of icons to capture the things that make the Whitsundays naturally iconic. Each mark is lifted straight from the seventy-two islands themselves. The result is a suite of symbols that belong to the Whitsundays as much as the reef or the sand bars do. A visual shorthand for a place that’s iconic by nature.