Clear, consistent and engaging environmental reporting
A strong, unified and recognisable brand for the Gippsland Lakes ‘Love Our Lakes’ program
Client
Love Our Lakes | East Gippsland CMA | West Gippsland CMA
Services
Brand Identity | Brand Communications | Brand Guidelines | Logos | Illustration
Project Information
Project Background and Challenge
Love Our Lakes is a program led by amazing people dedicated to protecting the Gippsland Lakes region — a vast network of coastal lagoons and wetlands recognised as internationally significant under the Ramsar Convention.
The region sits on the Traditional Lands and Waters of the Gunaikurnai People and plays a vital role in tourism, recreation, and biodiversity. Despite the strength of the mission and people involved, the program’s brand was outdated, inconsistent, and did not reflect the scale, importance, or diversity of its work.
Our challenges were:
– Fragmented and inconsistent visual identity
– Lack of clarity and cohesion across communications
– Limited reflection of the region’s environmental significance
– A need to increase connection with community audiences
Solution
The rebrand centred on simplicity, clarity, and connection to place. A flexible visual identity system was developed to represent the diversity of the Gippsland Lakes — including its landscapes, waterways, flora, and fauna.
A refined colour palette inspired by the region’s landscapes, modern typography, and simplified graphic elements created a cohesive and adaptable brand, ensuring consistency across all communications while remaining visually engaging.
Results
– A strong, unified and recognisable brand identity
– Improved consistency across all marketing and communication touchpoints
– Increased team pride and stronger organisational alignment
– Enhanced visibility and engagement within the community
The refreshed brand gives the Love Our Lakes program a clear and confident presence, better reflecting its purpose and strengthening its role as a unifying voice for protecting this unique and valuable environment.
A Brand Guidelines ‘Quick Reference Guide’ was developed to help the Love Our Lakes team maintain brand consistency on a day-to-day basis – a vital key to its ongoing success.
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