Entered by South Australian Tourism Commission

South Australia needed more than a refresh; it needed a reawakening. Tourism branding had drifted through campaigns like interchangeable postcards, while the state’s true character — a life built on “more of the good,” not the endless pursuit of more — remained unseen. To stand apart, the team chose revolution over evolution, boldly leaving familiar assets behind to craft a design language that could only belong here.

This was a long-term strategy, not a short-term fix. The challenge was clear: create a place identity that didn’t just sell a holiday but expressed a philosophy of living. The aim was distinction in a crowded tourism category and fidelity to the South Australian way of life — simple yet special, abundant, balanced, accessible and quietly confident.