R-Co brands state of Tasmania

Australian consultancy R-Co has created the first-ever regional identity for the state of Tasmania, which the Tasmanian government hopes will boost its export programme and tourism.

The identity will be used across print and digital communications materials to promote Tasmania on accredited products and services, and ‘forms the basis for a collaborative, quality-assured industry export programme’, according to R-Co creative director and chief executive Richard Henderson.

The Brand Tasmanian programme is ‘a substantial investment for the Brand Tasmanian programme and will spearhead an aggressive global marketing strategy’, says Henderson.

The creative thinking behind the project, says Henderson, was to highlight Tasmania’s reputation for its natural environment, specialist industries, quality agriculture, arts and crafts, and specialist tourism. One of the key challenges was to convey the characteristics, culture and individuality of the ‘place’ in the brand identity.

‘We needed to leverage the local pride of Tasmania with a global mindset and define the competitive advantage, both rationally and emotionally. Design was able to achieve this. Our solution connects with the pristine natural splendor of “the last wilderness”, suggests a dynamic integrated sense of purpose, and provides a refreshing impression,’ says Henderson.

R-Co, established in 2003, has previously worked on a number of government-related branding projects in Australia, including the branding for the Royal Australian Navy, the creation of an identity for the Victoria state police, and the rejuvenation of the brand marque for the city of Melbourne.