About the client

The Shire of Yilgarn is known by many as the ‘Gateway to the Wheatbelt and Goldfields’ spanning across 30,720 square kilometers with a population of 1,202 people. The natural landscape of the Shire of Yilgarn has many unique features such as the Southern Cross stars and milky way, a combination of mining & farming industries, expansive granite outcrops ideal for camping and the beautiful Lake

The Brief

The Shire of Yilgarn engaged Market Creations Agency in January 2021 to draft a Tourism Marketing Strategy for the region. This included defining the Shire’s marketing goals and ensuring their Tourism Marketing Strategy aligned with the strategic business and community objectives of the local government authority.

As such, Market Creations Agency recommended a rebrand for the Shire of Yilgarn to include a new positioning statement of “Visit the Southern Cross skies” which helps promote one of the key tourism assets of the region, star gazing, in addition to helping the audience visualise the location of the Shire, as Southern Cross was more commonly known than Yilgarn.

Branding

Working closely with the Shire’s project team, Market Creations Agency presented four unique logo concepts to Shire staff and the local tourism committee. Taking their feedback on board, a preferred concept was refined and chosen. A supporting style guide was also crafted including design concepts for letterheads, business cards, envelopes, PowerPoint presentations, entry statements, signage (building, directional and street signage), name tags, uniforms, as well as merchandise and promotional items.

The development of a Tourism Marketing Strategy and the new corporate brand has provided a solid, strategic foundation for the Shire to grow their tourism economy to deliver economic and community development.