Gladstone is made by its people—people who make their own way, people who make others feel welcome. People who open their hearts and their homes to new friends and declare with all sincerity, “Welcome! We’re so GLAD you made it.”

 

The use of a colloquial greeting, with the name of the region tucked inside, allowed us to reassure and reinforce that those considering the move wouldn’t regret it (countering ‘new kid at school’ syndrome). It also allowed the people of the region to play a pivotal role as the welcoming force they truly are.

 

The resulting campaign showcased the region (places to live, work, and socialise) and featured real local businesses and, of course, real people—all greeting our ‘hero’ as he goes about his day-to-day life in Gladstone. Visual Place Brand Design was created to complement the conversational style and be invitational in nature.