The Heart of Wonder
BACKGROUND
The Whitsundays was looking to create a brand that could represent the entire region, not just the islands it is famous for.
Role
Creative Director
TEAM
Steve Hanzic Andrea Moreton Mitch Morgan
The hearts of wonder
The hearts of wonder
Manifesto
Manifesto
OVERVIEW
We began by creating a unique signature to represent the region – a mark that can validate any message that meets community standards. Hundreds of different local handwriting styles were sampled and combined to create the authentic, final form.
To ensure that all Whitsundays regions are equally represented, we created a variation of the logo for each one. We opted to flip the usual visual hierarchy and lead with the regional names. This way, local pride shines through.
Next, we set out to accent the unique warmth the Whitsundays had to offer each and every visitor, to do this, we engaged the local community once again.
We uncovered that the catalyst to a warm experience varies from region to region and person to person.
With this, we named three key hearts to experience within each region. The mayor even affectionately claimed his own: “The heart of bloody good”.
RESULTS
When it comes to a destination brand the ultimate result is community adoption. The heart of wonder brand and platform was embraced by by all the regions of The Whitsunday, each taking it and evolving it to express their individuality and the warm pulse they all share.
