Yiradjinda
Client
Yiradjinda
Year
2024
Location
Augusta, Western Australia
ABOUT
Yiradjinda is the umbrella brand for the Augusta Margaret River Shire’s holiday parks in Augusta - Flinders Bay, Turner’s, and Alexandra Bridge. At its core, Yiradjinda offers a quiet counterpoint to modern life. A chance to step away from being constantly connected, always available, yet rarely present. It’s an invitation to slow down. To look up. And to reconnect with the ancient, abundant landscapes of Western Australia’s South West.
The Challenge
The challenge was to shift perception.
Shire owned parks across the state had built a reputation that no longer reflected the experience on offer. The Augusta Margaret River Shire wanted to create distance from that legacy and build a new relationship with visitors.
The Work
The approach was collaborative and considered from the outset. Working closely with the Shire, the Undalup Association, and Traditional Owners, we took the time to listen and learn.
Through public outreach, we partnered with a local Noongar artist to create bespoke brand marks that carry their own meaning. These formed the foundation of a brand that feels both contemporary and deeply connected to Country.
From there, the identity was rolled out across a range of touchpoints, from signage and uniforms through to a refined, modern website, creating a consistent and considered experience for visitors.
The OUtcome
The brand was embraced by the Indigenous community, with the Shire taking pride in a result that felt both respectful and considered. Since launch, the parks have continued to thrive, regularly booking out during peak seasons.
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I acknowledge the Wadandi people as the traditional owners of the land on which we live and work and Aboriginal and Torres Strait Islanders people as the traditional owners and custodians of Australia.
