Port Macquarie

The Port Macquarie region is situated on the Mid-North Coast of Australia, and is renowned for its natural beauty, stunning beaches, and abundance of wildlife. The region encompasses the town of Port Macquarie, Wauchope and Hinterland, Camden Haven, and charming tiny towns and villages throughout. Partnering with Port Macquarie-Hasting Council (PMHC), DMS, and the local community, Swell set out to create a new identity that would differentiate the region from other destinations on the NSW North Coast.

Led by DMS, Swell took part in workshops and consultations with various local stakeholders, including First Nations communities, businesses, educational institutions, tourism operators, investors, property developers, Council staff, and Councillors. Gaining a nuanced understanding of the diverse perspectives and requirements within the community, we developed a clear positioning framework, which served as the cornerstone for the brand strategy. Research provided critical insights into the motivations driving visitors, emphasising the importance of positioning the region as a lifestyle destination, rather than solely for holidays. Guided by the insights, we identified that the brand essence the region could own in the hearts and minds of visitors is the most precious commodity; time.

A compelling brand positioning, ‘A Gift of Time,’ served as the heart and soul for developing a new, more distinctive destination brand that differentiates the Port Macquarie region from its competitors—nearly all whom claim similar, if not identical attributes, such as stunning natural landscapes. The brand is centred around a symbol inspired by the geometry of a sundial; one of the earliest methods used to measure time by the position of the sun. We developed a casual verbal identity than remains faithful to the brand strategy, with copywriting and key messaging centred on time to reflect the pace and rhythm of the region. A comprehensive brand guidelines toolkit was documented to provide a roadmap for cohesive brand implementation. The result is an authentic brand identity that offers a glimpse into the vibrant Port Macquarie lifestyle.

View the previous brand expression here.

Brand Strategy by DMS
Photography by Remy Brand