How For the People Helped Meander Valley Discover Its Unique Identity
Nestled in the heart of Tasmania, the Meander Valley boasts breathtaking landscapes and a rich agricultural history. Despite its beauty and potential, this region has long struggled with a fractured identity since its establishment as a municipality 32 years ago. In a bid to bridge the gaps between its dispersed villages, studio For the People has partnered with the Meander Valley Council to craft a compelling place brand focused on ‘fertile ground’—a concept at the very heart of the area’s identity.
Understanding the Challenge of Identity
A Disconnected Community
Despite the myriad offerings of the Meander Valley, residents often felt more allegiance to their individual towns rather than to the collective region. "Meander Valley is missing from most maps," notes Patrick Carroll, Creative Director of For the People. This disconnection laid the groundwork for a brand that could foster local pride and a unified identity.
The Journey Begins
Immersive Engagement with Locals
Carroll and his talented team dedicated weeks to exploring Tasmania, immersing themselves in the local culture to shape a brand that reflects the region’s abundance and fosters community ties. They engaged with residents through interviews and local gatherings, tackling diverse themes—everything from business and tourism to the aspirations of youth.
While sipping coffee in local cafes and enjoying the charm of shops and galleries, they absorbed the natural beauty of rivers and forests. Even unique experiences like attending line dancing classes and music rehearsals in an old church enriched their understanding.
“Being welcomed into the lives of local citizens gave us insights that are impossible to gather from behind a desk or while merely passing through,” Carroll reflects.
Celebrating Heritage in Branding
A Reverence for the Past
"Place brands are about celebrating the past as much as creating a vision for the future," Carroll explains. The Meander Valley’s rich history—including its geography and the stories of the Pallittorre people (the Traditional Owners of the land)—served as a foundation for building a compelling narrative.
The team’s emphasis on authentic storytelling revealed insights into local customs, allowing the place brand to resonate deeply with the community.
Crafting a Cohesive Visual Identity
Design Inspired by Local Culture
The design elements of the new brand pay homage to local symbols. The logo draws inspiration from the original insignias of individual towns, melding history with a vision for the future. Other visual references include patchwork grids and thread-like patterns, which echo a famous tapestry collaboratively crafted by over 300 local residents.
The Meander Valley typeface, derived from hand-painted farmgate signage spotted along highways, adds a personal touch, reflecting the imperfect charm of local craftsmanship. "We wanted the community to feel empowered to use and adapt this identity without worrying about licensing restrictions," says Carroll, highlighting their choice of open-source typefaces for shared accessibility.
The Core Message: Fertile Ground
Celebrating Diversity and Growth
At the core of the Meander Valley’s identity lies the concept of ‘fertile ground.’ This unifying theme celebrates the diverse tapestry of people, experiences, and businesses flourishing throughout the valley. “It provided a versatile tool for stakeholders to tell their stories while maintaining cohesion within the collective identity,” Carroll explains.
The design journey has provided an avenue for community engagement reminiscent of a shared garden where everyone can flourish.
Moving Forward Together
Embracing Change in Place Branding
Creating a place brand presents unique challenges compared to commercial branding. "You are shaping an identity for someone’s home," Carroll observes, emphasizing the weight of perceptions that come with it. Yet, this very challenge translates into a rewarding experience when a community embraces its newly defined identity.
Though the brand has recently launched, the residents are already integrating it into hiking signage, event posters, and local guides. "Place branding is an ongoing journey of adaptation and ownership," Carroll expresses, eagerly anticipating its evolution over time.
In collaboration with the Meander Valley Council, For the People is not just branding a place; they are revitalizing community pride and fostering a renewed sense of belonging. As this endeavor continues to unfold, the Meander Valley is poised to thrive, allowing both history and future ambitions to grow in tandem.
For more insights on effective branding strategies, check out For the People.
