Tasmania's un-capital city
Once you step foot in Launceston, you sense there’s more to the city than meets the eye. Behind the historic architecture and industry, weathered landscapes and heritage-listed gorges, rolling farmlands and waterways, 40,000 year old palawa/Tasmanian Aboriginal culture and close-knit communities, you will discover a city where locals won’t just stop to show you the way — they’ll stop to show you around.
Long considered Tasmania’s second city, or “the gateway to the north”, Launnie’s identity has been forged by its remoteness. Despite their proud independence, the city knew it needed a new place brand to overcome stereotypes and re-write historical challenges (including reintegrating the palawa people into the city’s story), to better represent the way Launnie saw itself — and the way the world saw Launceston.
Long considered Tasmania’s second city, or “the gateway to the north”, Launnie’s identity has been forged by its remoteness. Despite their proud independence, the city knew it needed a new place brand to overcome stereotypes and re-write historical challenges (including reintegrating the palawa people into the city’s story), to better represent the way Launnie saw itself — and the way the world saw Launceston.
Life in The Undercurrent
To do this, we invited audiences in to discover and experience the city in the best way possible — like a local. The brand idea, ‘The Undercurrent’, transforms the laid-back locals into storytellers and guides, delving beneath the surface to reveal the secret “goings on” that often go unseen. What we unearth is a city that does things in its own way, at its own pace — a poster city for the slow-city movement, where a traffic jam is lining up for a coffee at the farmers’ markets on a Saturday morning, and big city pressure is trying to wrap up a chat on the street.
The new identity captures the quirks and hints at the eclectic, laid-back nature of the city. The wordmark reflects the estuary and the banks of the two rivers; illustrations show charming, offbeat characters navigating local scenes; photography captures real moments from a local perspective; and language channels the local voice—playfully juxtaposing big-city expectations with the unexpected stories from the undercurrent.
The new identity captures the quirks and hints at the eclectic, laid-back nature of the city. The wordmark reflects the estuary and the banks of the two rivers; illustrations show charming, offbeat characters navigating local scenes; photography captures real moments from a local perspective; and language channels the local voice—playfully juxtaposing big-city expectations with the unexpected stories from the undercurrent.
Owned by locals
To build a meaningful regional brand requires a thorough engagement with the people that call it home. We worked closely with community groups, small businesses, and the Launceston City Council to shape a brand designed by the community — that spoke for the whole community. This is why we prioritised extensive consultation with the local palawa people. From exploring the rich history of the palawa kani language to listening to the insights of elders, we approached these conversations with care, respect, and a willingness to learn, taking on the role of moderator when necessary to ensure that the community's needs were fully represented.
To put the brand in the hands of the community, all the assets created were chosen with accessibility in mind, and have been made freely available for locals to use at launnie.com.au.
To put the brand in the hands of the community, all the assets created were chosen with accessibility in mind, and have been made freely available for locals to use at launnie.com.au.
Credits
Agency – For The People
ECD – Jason Little
Creative Director – Jo Roca, Mel Baillache
Design Director – Nicola Ferry, Liv King
Designer – Georgia Urie, Dash O’Brien-Georgeson, Kimberly Luo
Strategist – Damian Borchok, Sammy Page
Storyteller – Daniel St Vincent
Account Director – Alice Child, Alice Marrows
Motion Design – Emma Turney, Georgia Urie, Atsaya Gabiryalpillai, Dash O’Brien-Georgeson
Illustration – Dash O’Brien-Georgeson
Creative Director – Jo Roca, Mel Baillache
Design Director – Nicola Ferry, Liv King
Designer – Georgia Urie, Dash O’Brien-Georgeson, Kimberly Luo
Strategist – Damian Borchok, Sammy Page
Storyteller – Daniel St Vincent
Account Director – Alice Child, Alice Marrows
Motion Design – Emma Turney, Georgia Urie, Atsaya Gabiryalpillai, Dash O’Brien-Georgeson
Illustration – Dash O’Brien-Georgeson
