Brand Experience · Case study
Share Our Story.
A complete brand and marketing transformation for Tourism Northern Territory: a new strategy, a new identity, and a marketing ecosystem to carry it across every Territory touchpoint.
Working with the Tourism NT marketing team and regional stakeholders, we made a strategic shift, repositioning the Territory from a destination into an experience, then built the brand, ‘NT. Share Our Story’, its guidelines, and the full campaign behind it, including the ‘Red Centre’ TVC.
The ‘Red Centre’ TVC, the campaign film behind the new Territory brand.
The strategic shift repositioned the Territory as an experience destination, and the identity carried it: a brand promise kept, a logo built from the Territory's own initials, and a colour system drawn from its landscapes.
Logo & lock-ups
The brand, on a page
A promise kept
Colour system
Colour, by region
ApplicationsFrom the ‘Red Centre’ TVC to co-operative airline advertising, press, ‘Festival Territory’ and digital on northernterritory.com: one brand, carried clearly and consistently, international and domestic.
