A tale of two cities through one brand.

The Murray River has been a gathering place for thousands of years. Today, its banks are home to the twin cities of Albury and Wodonga (AW), and separated by state borders; NSW to the north, Victoria to the south. Our task? To develop a distinctive story for the region which would unite the communities and drive visitation. Through competitive analysis and stakeholder engagement we were able to determine how AW differed from other progressive cities. We defined the distinctive signatures of the region and developed a brand based on natural connection to a place of unique beauty, culture and accessibility. The updated visual system transformed the previous angular system, which reinforced a sense of separation. By celebrating the shape of the Murray River, we were able to celebrate the area’s organic and historic connection.

Work done at The Contenders.