Great River Road _ Destination Identity – Tom Hutcheon _ Branding Specialist + Design Director

Great River Road _ Destination Identity

Strategy / Visual Identity / Art Direction / Digital

Establishing a driving drawcard in Victoria’s border country.

The Great River Road traces the route of the upper Murray River through north-east Victoria to its source in the Snowy Mountains. Beyond the physical route, there was no branding, no content, no website. A compelling destination brand identity and proposition were created to establish the road as ‘The Great Escape.’ Whether you love the open road or the great outdoors, the brand celebrates that at every turn, the Great River Road uplifts and inspires.

Direction

The border communities of the Upper Murray and Lake Hume have ambitions for the Great River Road to become their ‘Ocean Road’. Every bend reveals a different view and every kilometre brings a sense of calm; there’s no traffic here and no crowds, truths that underpin GRR’s core proposition – ‘Drive The Great Escape’. The visual identity features a fluid, quadruple-wave motif, which symbolises the road, the river, the drive, and exploration. Its refined palette draws from the landscape—a pop yellow from sunlit pastures, a deep ‘Murray’ green, and a bold blue reflecting pristine waters and mountains.

“I’ve been incredibly impressed with the professionalism, positivity, and standard of work produced. On behalf of the Towong communities, I express my heartfelt gratitude for helping put ‘The Undiscovered’ on the map. Things could have been so very different without your expertise.”

Kerissa Heritage _ Economic Development + Tourism Officer – Towong Shire Council

Project Details

Client

Towong Shire Council

Project

Brand Creation

Sectors

Destination Marketing + Tourism + Local Government

Services

Strategy / Visual Identity / Art Direction / Digital

Collaborators

Georgia Lowes _ Lead Design Thomas Francione _ Design Jim Ritchie _ Strategy + Copywriting Tina Rodi _ Project Manager + Producer Andrew Richey _ Photographer Hatched _ Media

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