TGGB – Brand Refresh
The Brief
Tourism Geelong and the Bellarine (TGGB) plays a vital role in promoting the region as a world-class destination. However, their brand architecture had become fragmented. While their main logo was recognisable, the various sub-brands, such as Meet Geelong, Study Geelong, and Visit Geelong, lacked a cohesive visual identity. This inconsistency hindered TGGB's ability to present a unified brand and maximize audience engagement across its diverse offerings.The Solution
Ruck Agency was tasked with revitalising TGGB's brand architecture to create a consistent and impactful identity system. We achieved this by developing a flexible logo system that cleverly utilised the "O" of Geelong to house each sub-brand modifier (e.g., "Meet", "Study", "Visit"). This approach allowed the logo to adapt and scale effectively while maintaining a strong connection to the parent brand. Further visual distinction was achieved through a vibrant colour palette, assigning a unique "hero" colour to each sub-brand. This created a dynamic and engaging brand experience across all platforms and touchpoints, ensuring TGGB effectively communicated its diverse offerings and strengthened its position as a premier destination.The deliverables include refreshed logos, brand guidelines, a unified font for body copy, a cohesive colour palette, and a finalised naming system.
