Brand Refresh

I led the rebrand of the Great Southern Touring Route while working at Frank Lane Marketing Agency in Geelong. The brand required a complete rethink, having not evolved for many years.

I developed a new text-based brandmark to simplify the lengthy name, improving clarity and flexibility across applications. The colour palette was inspired by the landscapes, coastline and skies of Victoria, while soft, blurred colour clusters were introduced to convey movement and the sense of a road trip.

The refreshed identity delivered a contemporary, cohesive look and was well received by stakeholders.