Reviving the Ashes: Tathra Eco Camp's Innovative Brand Identity

Amanda Dempster's Award-Winning Design Breathes New Life into Fire-Ravaged Australian Eco Camp

The inspiration for the design came from the camp's story of rejuvenation following the fires. Dempster chose the 'rings of life' of a tree as the symbol to represent the location's history of growth and rebirth, setting the brand apart from the traditional leaf or gecko icons commonly represented in eco-tourism branding.

Following the camp's destruction, the new brand needed to reflect their unique story, their destruction and hope, their lands rich cultural and indigenous roots, reflect their intensive rebuild, and their commitment to a renewed eco-tourism experience. A unique identity that reflected the natural priority of the destination and the vivid history of the renewed landscape was delivered.

Realizing this design involved a comprehensive exploration of creative direction for the brand. Color psychology principles were researched for values related to relaxation and tourism, while considerations were also made to the local fauna, wildlife, and the colors and material selections made for the new buildings. The insights gained were translated into a cohesive brand design featuring the 'tree rings of life/history'.

The technical specifications of the design included a comprehensive brand design package and products, including creative concepts, a complete style guide, a custom designed Wordpress CMS website, social media setup, launch and ad campaigns, unique timer etched guest interactive digital guides, all physical signage, branded promotional products, giveaways, and printed stationery and collateral.

The resulting brand delivered a style of identity not before seen in the Australian Eco Tourism Space. The elements of the brand were adapted across various production mediums and in pleasing variations to meet form of purpose. The project started in Early 2021, with brand launched in July 2022 for pre-opening campaign to support December opening.

Creating this brand presented multifaceted challenges. The new owners had to reinvent the destination to deliver a new and unique experience for guests. Delivering a brand and creative strategy that paid tribute to the story of the location and honoured the cultural significance and history of the land, whilst also engaging new guests about the future was a great challenge. Despite these challenges, the design was awarded Iron in A' Graphics, Illustration and Visual Communication Design Award in 2023.

In conclusion, the Tathra Eco Camp's new brand identity is a testament to the power of design in telling a story of rebirth and resilience. Amanda Dempster's innovative approach has not only given the camp a new lease of life but also set a new standard in eco-tourism branding.