Nambucca Valley Destination Branding
Featured Project:
Building a destination brand from the ground up.
Saturday Design Studio was engaged by Nambucca Valley Council to lead the research, strategy and creative development of a new destination brand for the region.
The project started with a comprehensive consultation & discovery process to understand what makes the Nambucca Valley unique, how it is currently perceived, and where the greatest opportunities exist to strengthen its visitor appeal.
Creative Development
With a clear strategic foundation in place, we developed a flexible visual identity system designed to support the region for years to come, including:
Hero destination logo
Individual branding for key towns across the Nambucca Valley LGA
Colour palette and typography
Supporting graphic elements, illustrations and iconography
Brand guidelines
Final project report
Practical assets for print, digital and tourism marketing including a regional tourism map, tote bags, signage, stickers and more.
Our approach
The project followed a five-phase process that combined community engagement, research and strategic thinking before moving into creative development. We immersed ourselves in the region through a combination of on-the-ground research and stakeholder consultation, including:
Two days of onsite consultation
Interviews with tourism operators, accommodation providers, local businesses and visitor-facing organisations.
Workshops with Council staff and key stakeholders.
A destination audit, exploring towns, attractions, signage and visitor experiences firsthand.
Analysis of comparable destination brands across Australia.
A community-wide survey capturing insights from residents and visitors.
Interactive workshops with tourism operators, the Aboriginal Advisory Committee and Councillors to understand different perspectives and uncover the stories that make the region unique.
This evidence-led approach ensured every creative decision was grounded in genuine community insights rather than assumptions.
Strategy Development
The research informed a comprehensive destination branding strategy, including:
Brand positioning & ‘Go Deeper’ platform
Brand pillars
Visitor personas and priority markets
Brand voice guide
Key messaging
Activation Strategy to strengthen tourism and visitor experiences
A unified vision that celebrates the distinct character of each town while bringing the region together under one cohesive identity.
The outcome
By bringing together Council, industry, Traditional Owners and the wider community throughout the process, the final brand has been widely embraced and provides a shared vision for promoting the region into the future.
Let's showcase what makes your region special.
A well-executed destination brand is more than a logo. It becomes a practical tool that supports tourism, encourages visitors to stay longer and spend more, strengthens community pride, and provides a consistent foundation for marketing, events, signage and visitor communications for years to come.
If your region is ready to strengthen its identity, attract more visitors and create a brand your community is proud to stand behind, we'd love to help bring that vision to life.