Grampians Wimmera Mallee Tourism

As part of the region’s bushfire recovery, Grampians Wimmera Mallee Tourism required a bold new brand architecture to reflect its expanded regional leadership and renewed vision for the visitor economy. Operating across two distinct destinations – Grampians and Wimmera Mallee – the organisation needed a cohesive identity system that could celebrate each region’s individuality while uniting them within a confident, future-focused framework.

We created an integrated brand family spanning a regional master brand and two destination brands, unified by the campaign platform Feels Like. The identity is grounded in deep regional knowledge and the visual vernacular of place –from vintage roadside signage and agricultural labelling to the typography of historic packing crates.

The result is a contemporary yet deeply authentic system that connects landscape, community and visitor experience, designed to drive long-term growth, strengthen regional pride and enable powerful cross-regional storytelling.