A new nature focused brand positioning and identity system for one of Australia’s favourite coastal destinations.

Destination Port Stephens is one of the most unique coastal destinations in Australia and a place I have always loved visiting, so to be offered the chance to develop their new destination brand was a great privilege. The outcome of initial research into the area, identified two key defining attributes, the uniqueness of the local natural environment and the incredible nature based experiences it offered. A fusion of these attributes helped form the new consumer facing positioning statement – ‘Incredible by Nature’. The flexible new identity system features textures derived from the local natural environment and the soft arch treatment of the type helps give the identity a casual and friendly feel.