Explore Mid Murray – the destination identity system
Mid Murray Council
Brief
Flux Visual Communication was commissioned by Commshake to consolidate multiple tourism assets into one destination identity and website: exploremidmurray.com.au
The new identity was to have a playfulness that inspires a sense of adventure, discovery and unique experiences that travellers can have in the Mid Murray area.
It was also required to be used across a new website, on an existing mobile app and have the flexibility to work across future marketing collateral.
Process
The process began by researching existing assets and exploring regional characteristcs visually. This was essential in developing vibrant and consistent destination identity, so the new website would have a consistent look and feel across all its main parts.
Solution
We developed a traditional logotype which is obviously connected to the shape of the Murray river. Additional identity assets and were developed from shapes inspired by regional characteristics. These additional identity assets are used as decorative elements that enhance the overall system and give it both visual depth and breadth.
Finally a regional map and suite of icons were developed for the website which are more geomteric in nature for clarity in communication, but still harmonise with the rest of the system via the colour palette.
“With your help we have made significant progress in the digital space – many thanks.”
Andy Glen, Mid Murray Council
If you’d like to know more about how we resolved this project, or discuss a destination identity system for your region or tourism business, please contact us.
