Tourism Tasmania

Brand + campaign identities

Tasmania — the island at the edge of the world, offers some of the cleanest air in the world, vast landscapes and scarcely populated towns. BMF helped launched the new creative platform: Come Down For Air. An open invitation to the world and a chance take a break from the everyday stresses of modern day life.

While most Tourism brands paint a perfect picture of sunny beaches and stock shot models, in Tasmania imperfections and the anti-ordinary are embraced. The re-branding of Tourism Tasmania is designed to evoke space and air, visually. Beginning with the logo itself, with generous tracking applied to create a sense of space. The colour palette was carefully selected and named after the rich tones and textures of the Tasmanian landscape. The photographic principles are grounded on capturing moments that are real, gritty and immersive. The design system is image dominant to convey the endless landscapes, people and culture.