Pilbara Ports
Local & State Government - Brand Development
Spoilbank Marina: Transforming Hedland’s place to gather
Port Hedland is famous for its bulk export port, which is the largest of its kind in the world. While the town is commonly associated with mining, it is also home to a thriving urban population of over 15,000.
The Spoilbank Marina is a significant infrastructure project for the region, helping to transform the way the community engages with the coast. It not only improves marine access and safety, but offers a vibrant space for people to connect.
Working with a diverse group of stakeholders, our goal was to shape the Spoilbank Marina brand and story, capturing the cultural essence of the region and getting the community on board with the project.
Creative services
Brand strategy
Brand identity
Brand positioning
Copywriting
Wayfinding strategy
Print design and production
Shaping our story
A project of this size and scale gets people talking. By sparking these conversations through a questionnaire and workshop, we gained valuable insights into what the locals thought of the project, any pain points or concerns, and the benefits they hoped it would create for the Hedland community.
This informed our strategic brief and intent to position Spoilbank Marina as Hedland’s place to gather.
Creating a thriving waterfront destination
To reflect the enormous cultural significance of the Port Hedland waterfront, we collaborated with Kariyarra Aboriginal Corporation to ensure the strong connection of the Kariyarra people was honoured.
The dual name Pirra Pirra was adopted for the Spoilbank Marina, meaning seashells in the Karriyarra language. This heritage also shines through the new logo, which incorporates the elements of water, people, landscape and the sun.
We developed a comprehensive suite of wayfinding signage to guide visitors through the Spoilbank Marina, plus a brand book to ensure the story of Hedland’s place to gather remains consistent.
Open to everyone
The Spoilbank Marina project was officially opened by the Premier of Western Australia in November 2024. The project was a huge undertaking with many stakeholders – but the results speak for themselves.
With future infrastructure planned for the area and scope for growth in the upcoming years, there’s lots to look forward to at Hedland’s place to gather.
Project credits
Pilbara Ports
Town of Port Hedland
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