Clear, consistent and engaging environmental reporting
Clear, consistent and engaging environmental reporting
Client
Mallee Catchment Management Authority
Services
Brand Communications | Corporate Collateral | Marketing Collateral
Project Information
Background and Challenge
The Chaffey Trail is a history-based experience which encompasses a series of twelve historically significant sites located in and around Mildura, Victoria, Australia. All twelve sites have links to the Chaffey brothers, who in the late 1800s, arrived from California and set about developing Australia’s first irrigation colony in Mildura, doing so by pumping water from the Murray River. Learn more about The Chaffey Trail history here. The Chaffey brothers were visionaries and succeeded in setting the Mildura region on a path to become one of Australia’s most vibrant communities. Our challenge was to bring this historic story to life with an engaging brand targeting all generations.
Solution
The Chaffey Trail project began life as a website redevelopment, however we could see the bigger picture and suggested it was the perfect opportunity to rebrand the experience.
We reviewed the existing brand and found it didn’t convey the vision, innovation, foresight, passion, ambition and pride at the centre of the Chaffey brothers story… it simply didn’t tell the story it needed to tell. We then proceeded to develop a new core brand identity/icon which delivers on these ideals.
To support the core brand identity/icon, our suggestion to the client group was to develop a series of twelve unique illustrations – one for each historic site. These illustrations were designed to be the marketable heros of The Chaffey Trail brand system and to help engage younger generations. In order to develop the illustrations we created reference images for all twelve historic sites by either photographing sites from new vantage points or cropping and composing existing site photographs to a consistent format. We then teamed with renowned illustrator, Travis Price who brought our reference images to life as stylised illustrations.
Results
A consistent brand style and colour palette across all illustrations allows for ease of application across printed collateral, merchandise opportunities and digital touch points. When applied diligently, the new brand will assist with attracting more visitors to the region and educating the younger generations about the region’s history. The illustrations will provide potential merchandising opportunities for generating a revenue stream to assist in funding ongoing maintenance and improvements to The Chaffey Trail.
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