District Council of Yankalilla
Friday, 15 August 2014
T 08 B400 6310
www. freerangefuture. com
180 Pulleney Street
Adelaide 5000 SA
The District Council of Yankalilla has sought recommendations on a place brand for
your region. We have undertaken a range of research activities to learn about your
region. the council. its citizens and their perceptions, goals and audiences in order to
make considered recommendations.
Within this overview document you will find:
- a statement of values we've identified as common among people in the region
I a new name for the region and
- a tagline For the region.
Ultimately. this document serves as a starting point for you and the Council. lt’s up to
your community to take this messaging on board and work together to face the outside
world with confidence and pride.
We're hopeful that this document will give you the tools to inspire that confidence.
Values are beliefs and serrtirrtents shared by everyone in your
community. and are entwined in shared experiences.
Here are the values we identified as being common among people
in your region:
Environmental stewardship - we use our land tn produce things, but we take
care of it in return because we rely on it
irreverence I quirk — we're different and happy to he that way, and we like that
our day-to-day experiences are remarkable to others.
Pride — we know our place ln this region. and will protect it.
Community - we all know each other. and we all look out for each other
Space - we value having our own place in this region
lndlvldualify - we reject protiteering and commercialism in lavaur cl ethical
and sustainable local business and local characters.
Freedom - we feel able to live the life we choose here
C iirclri. ~.
Tim. values are the foundation on which your name and tagline tr. based
We found these through survey results. data from previous consultations
Wodksltops with council and our own research
lhese are absolutely vital to how your region presents itself to the world. and all
of the naming and messaging has been created to remain true to your values.
As a part of the original workshop and further researdl we explored 2
variety of names that would best unite the region.
Hero is a short list of considerations.
N V. 5:. .‘«. ..m l"l, m=- 3.w~~«w ‘amt ll‘
Yankalwlla Dnsmci Weslem Fleunou Vemnsula Coast
Yankalllla Bay The Western Flam. Peninsula Rugged
DC. Yanlalulla Westem Flourleu Coast Roll-ng Hills
The n. ..«. e.. Way chm
m. Light Coast Ranges
The Triangle can We!
Heysor-‘s Fool Watershed
Windy Way W-ndy
Backsxans Pemnsula Unspnlll
THE NAME FOR THE REGION
Your region is physically large, economically diverse and hard to pin
down to one town or one characteristic.
We identified a regional name to encompass the whole DCY area:
The Western Fleurieu Peninsula
As part ofthis project. we were aslied to consider the suitability of this name.
and explore possible alternatives. Our assessment of the name is as follows:
- The name immediately contexnialises the geography of the region - one can
easily Find the region on a map from this name
- The word 'Fleurieu' is not used by any adgacent regions, altering an
immediate point oldiiterence and an opportunity to Claim the word
- The flame is strong. solicl and sounds iconic
- The use of "western" speaks to some of the values of the region - irreverence
and a strong sense of freedom - through its allusion to Westerns - "The Wild.
Wild West" for example. This has great potential for creative applications
- It is simple and direct, and doesn't rely on metaphor or ﬂowery descriptors
that might put some off using it
- It is timeless
- It weights the whole region equally. and gives the region a presence befitting
the sum of its parts
- It says we are here, together. in what is immediately positioned asa large-scale
and diverse geographical area. not one township.
- Itdoes not immediately conjure a direct feeling or image
- The words create a long gauge.
Our recommendation is that The Western Fleurieu Peninsula be rolled out as
the name lcrr your region. We could not identify another name that better wcirlts
to represent you.
Many ol the alternatives on offer relied on metaphors. historical people. places
and events and references to a specilic point ol geography. We Feel these are all
limited In the reach and appeal - no one part ol the region's landscape is
representative ol the whole. Losing the potential to showcase all of this diversity
would limit the brand severely.
The Western Fleurieu Peninisula can be paired with any of the values. objectives
and assets of the region, and works perfectly with the messaging we've
Make it here.
The Western Fleurieu Peninsula
ln coming up with a taglina for the Westam Flourieu Peninsula.
we wanted to create the following:
I A sense of possibility
- Adirect ‘challenge’ or call to action for extemal markers
- Something positive
- Something representative of the regions values and strengths
- A Frame within which individuals. businesses and Council can tell
We've noted the tussle over whether to use one township. landmark or historical
figure as the core of your brand. but we believe anchoring your identity on one
of these physical attributes does a disservice to all the others in your region.
We decided to go deeper. and tie your identity to an idea or concept that is
more prolouncl and links all or these assets together in a clever way.
ln our work. we saw how productive the region and Its people are - agriculture.
aquaculture. sustainable energy. The same energy can be extended to industries
like tourism and aged care - the production of experience. memory. health and
We wanted to capture this energy. and inspire your target markets about the
possibilities this place eriords.
"Malte it here. "
is a simple. elegant statement that achieves all of these goals.
It carries multiple interlinked levels of meaning.
u From a geographic perspective. to "make it somewhere" means to complete
a JOUVHQY, or to have your expectations Fulfilled We love how this sentiment
captures the leeling of stepping out of a car by the beach. stretching out and
breathing the clean air in the WFP. Additionally. it calls to mind good friends
giving you a hug an arriving into the region with the exclamation ‘you made
rtl". This suits a tourism execution well.
- To “make it" somewhere means to succeed and thrive We think dis captures
an ideal of persistence and hard yaltlta that lives within the region. and the
rewards on olfer lor those who have the vision anddrive to make something.
This suits a "work" execution well.
- To "make it" literally means to produce or create something. This conjures
the idea ol "handmade" and reliects the region's status as a producer and
contnbutor to the economy at large. and its desired Future as a place where
people come and invest in their dreams. This suits 3 ‘live’ execution well.
We see this tagline and the region name working in concert. and overlaid on
excellent and relevant imagery depending on the target market and objective.
ln the broader place branding context. this execution is at the leading
Destinations have moved from using verbs like ‘escape’ which is inherently
negative and in opposition. to “discover” which frames the visitor as active but
the region as static.
We think the better idea and next step is inviting the visitor or resident to create.
and be a part. with equal agency lot the visitor and the region being promoted.
BRAND ROLLOUT: HOW IT CAN WORK
There are any number ol ways the regional name and the supporting tag line can work in
a dynamic application lo: the iegian
The first step is to develop .9 visual brandrnq suite to accompany the name arid
messaging A bieriding suite will Include a logo roiits ciitoiirs and icons It can also
IV(ludQ art direction for photographs and illustration (if applitabie)
On<e we have iiieie assets iii our luul lul. we can Upply iiie brand identity in a rniiiiiiiide
always We've envisaged that these brand iollout pro, e<ts' can be siaogeted over
6 months to Syeors and/ oi depending on lurid ﬂ"D(dllOf and priority
We rise. l'lE6dy bralnstovmed bow iiie biinii can be ebpiieri ior viltom vrlieve and
iriieri. Here M! some eiiiiiipiei ioi you [0 see how tlus bldfldlng can live
. ... H 1 I , I H I
I . I I . I.
w. inaii. -iii. or -i
Invite local businesses to come up with a short response to complete the statement
‘_ , , . (Ploducl or service) .
We rnalre it here
The Western Fleurieu Peninsula '
we iee binineiiei iiiiirig a badge oi sticlier wltcte they can write on e iiiini ipioe
ena iii io llielr business lacodes (eg window)
This can be used in the early stages of generating community buy-in. and have business
owners think creatively about how to Frame then product. whelliet tangible (‘Great
bread/ oiganlc venison‘) oi rnrarigibie meinoriee for a iiieiiiiiej.
These responses can be used to (Ieate regional uoduce iiibeiiiiig and iieip Individual
bIJS| VQSS£$ prarriiiie themselves wiiiiiii riie WFP bfarld
/ i4;. ..i, (.'; t hit » we Tirvii.
we make it nor-
. we make It here.
' Tllt WESTERN REMIEU PE| l|llS| .|lA
l'}'J/ ' ‘ ’
BRAND ROLLOUT: HOW IT CAN WORK
Design and deployment of landmark signs will be seen when entering and e<'Iing towns
in the region, featuring biandand taglin e information about local experiences, ments
and potentiallylocal facts. 5"
On sideto signage could be: box to invite peopleto taltea hand printed, hyperlocal
flyer. Thse ran be updated often with compelling local information to differentiate
from otherlocal towns
Wecouldalso include statistics on townships‘ production, raiha‘ than theusual
"Popu lation / Elevation [Tidy Town 1005" information. E. g. "Litres of milk produced
per year: s<00,000", "Kilowatt Hours of Wind Energy Produced peryearv x00_000"
THE WESTER N
FLEU RI EU PENNI S U IA
Real —»: at. ’-3h: S i gnu g L
We envisage signs thatcould be placed on vxant lots or new developments that simply
say "Make it here " This could lead potential home buyers to an onlineDCY resource
for new residents. and girl! the edge over other region s.
We l><: lt tl
Aclmrand branded website for tourists, investors and potential residents to get more
information about the region.
The WFP could set up stalls at metro produce markets likethe Waywlll Farmers’
Markets or the Market Shed on Holland. Stocked with local produce, and manned by
locals an d gu at producers who showcase the best of the region, this offers a great
opporlu nity to start in spiring conversations with people in the demographics we've
identified; — ambitious, community minded and productive
i Hill , ,
lliiii me it here. .
. ;¢, risuiiizu i-sunsirm
ii! » —. ... a V
C. :ii l. >umi. -Ii -xiclsizi-:
An easyvrayto have a place band be mobile; 'Make it here. " is a great all to action
7 t_‘ ‘*
: ..“. ~l
' . lh
BRAND ROLLOUT: HOW IT CAN WORK
C ll‘ * 1 . v L
The caunctl could distnlmte branded calendars with local events ‘tom small to large, and
local harvest and planting seasons.
l-l »- : .
‘Make it here’ would suit an«ertona| and tradltlonal print media advertising trmds well -
stones ltatned around the Idea or -ttialttng it‘ ptesented in cutlets ltlte lnoaily 0! the
Adelatde Review would be Very compelling, wnh big sttihttg Images.
The campasgn would also suit banner ads or otherwise on travel sites. bnoltmg sites etc
A smartphorte app that uses GPS to detect your location within the WFP. Through
headphones or the car stereo, a running. current and lnteresting commentary could play
glvlrig context and insight into the landscape and what it produces.
ll H. .. ah,
Thts would ttanstonn the trip down ttont "eye~spy' tnto a ieetnetttio Joutney to leatn
about the ilttngs that malt. your tegton so delighilul and dihetent. lt would be great rot
ltids ta leatn about agriculture and the lascinaling htstoty or the veglan.
lrriigine dtwittg past a deny and hearing in teal tittte. about the cmnets. that work, how
the tttillt s collected and VlleYE lt ts slntoped. 0. hidden gems, sneh as loclting nut rat a
particular bird. or a secret cave. We love this idea. and hope rt gives you a sense ol the
vast possibility ths messaging can unlock.
l4‘l>-l V TVC ; Vt
Thts messaging lends itself petteetly to video content tot web Or TV. The idea or
nialting ts Very well suited lo the moving Image.
What happens next is up to the region as a whole.
A successful shift in perceptions demands commitment. sawy and resources -
not just money, but time and political goodwill. The time is right for the Western
Fleurieu Peninsula to unite and present its best self to the world in order to secure
your place in the future.
If you agree that these reasonings and concepu are sound. then it will take
significant leadership for this messaging to get off the ground This messaging
will be engrained in how the region identiﬁes itself intemally and how it tells its
story to the outside world.
Good luck, and have fun!