Shire of Serpentine Jarrahdale
Local Government - Marketing
Trails branding and signage: Encouraging people to step outside
The Shire of Serpentine Jarrahdale is located 45km from the Perth CBD, encompassing 13 suburbs and home to over 38,000 residents. With a strong heritage and outstanding natural beauty, the Shire offers a picturesque escape within close reach of Perth. The area is also home to some of WA’s finest trails experiences, including Kitty’s Gorge and Serpentine Falls.
Our goal was to promote Jarrahdale as a destination of choice for visitors seeking an enjoyable trails experience, whether by foot, on horseback or on two wheels.
Creative services
Brand strategy
Brand identity
Copywriting
Social media campaign
Print design and production
It starts with strategy
We began with a strategic approach that would underpin the campaign and communications. This included workshops to identify target audience drivers and a deep dive into the different elements that set Jarrahdale apart.
From here, we built a brand narrative and identity that encouraged people to ‘step outside.’ This became the foundation for our communications – a place to step into history, to step outside and try something new, or simply to step outside and disconnect.
To tell the story further, we created a network of wayfaring signs across the Jarrahdale trails network. From welcome signs and information about the local history, to trail-ready tips and directionals, we ensured everything had a place.
The result
The ‘Step outside’ campaign was very well received by the Shire, locals and visitors. The number of people visiting the trails has continued to increase, helping to put Jarrahdale on the map as the destination of choice for outdoor adventure.
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