[WORK]

Meander Valley

From a place often left off the map, to an abundant region growing from Fertile Ground.
In the heart of Tasmania, between Launceston and the West Coast, is the lush landscape of the Meander Valley. For generations, its farmlands and meandering rivers have supported a thriving agricultural industry and today, its historic towns continue to flourish. But as a large and relatively new municipality, Meander Valley lacked a unified identity, and was often (quite literally) left off the map. Residents associated with individual towns, while visitors viewed it as a drive-through to other popular destinations. With so much variety across the region, hidden in plain sight, the task was to find and elevate Meander Valley’s common ground.
To dig deeper into the place, we spent three weeks on the ground, taking every opportunity to engage the community. 3 town halls, 50+ site visits and 120+ conversations with locals, we discovered a place where everything and everyone could flourish. While different things were growing in every town, it all stemmed from the same source. From produce, to businesses and a thriving community—everything was rooted in Fertile Ground.

[BRAND IDEA]

A place brand grown from FERTILE GROUND  

From the brand idea of Fertile Ground, an identity system bloomed. A grid system was inspired by farming paddocks, turning a fertile patch of land into a patchwork of life in the Valley. A suite of custom illustrations capture the different things growing across the region and a series of patterns weave the patchwork together—with each thread tracing the topography of the land. The voice of the valley stemmed from the same soil: a grounded nature, generous spirit and appreciation for the place they call home.