CASE STUDY
Wadjemup / Rottnest Island
Most visitors had no idea that the island held such a complex history.
STRATEGY / EDITORIAL
This world-renowned island is found just off the coast of Perth, attracting tourists from all over. But, for Aboriginal people, Wadjemup is a place of deep significance and sorrow.
As part of their reconciliation efforts, there was a mandate to bring truth-telling to the island’s tourism-focused brand.
Wadjemup / Rottnest Island was used as a prison, incarcerating thousands of Aboriginal boys and men from across Western Australia, then as a forced labour camp—historical records indicate that more than 373 men and boys died and were buried on Wadjemup.
Alongside this history, the island held largely untold stories of environmental conservation, sustainability, and unique wildlife experiences.
Before we could tell the full story of Wadjemup, the brand needed to be able to hold it.
The brand strategy process, led by Nani Creative, was largely centred around a new type of traveller. The focus shifted from those seeking joy and fun-in-the-sun, to those seeking awe and wander.
This shift also solved a seasonality issue, because awe and wonder isn't seasonal. You can witness a smoking ceremony in autumn, a humpback whale migration in September.
Appealing to this traveller meant that the brand tone could meet them with a mindful, observant, and respectful voice.
The brand essence we landed on was one of connection: Connect to all that is here.
“Connect to an island that holds deep cultural, environmental, and historic significance. This is where coastal landscapes become the backdrop to your forever memories. The abundance of space calls you to connect back to yourself as you discover an island that is unlike anywhere else you’ve ventured.
Welcome to Wadjemup / Rottnest Island.”
Once the new brand tone and story launched (along with the dual naming and visual brand by Nani Creative), we produced comprehensive editorial style guides and conducted onboarding workshops with internal writers and partner agencies.
The editorial rollout included a whole lot of copywriting, long-form articles, and website pillar pages. Here’s a lil’ sampler:
Your guide to spotting quokkas on Rottnest Island
Credits:
Creative agency: Nani Creative
Creative direction: Kevin Wilson
Design direction: Leigh Wood
Brand strategy: Clare Reid, Mike Drysdale, Kevin Wilson
Editorial: Clare Reid, Caitlin Scott
When you step foot on Wadjemup / Rottnest Island, you enter a different frame of mind. It starts with your journey over as you wake up an appetite for adventure and curiosity at the anticipation of arriving on an island with a rich history, incredible coastal scenes, and wildlife populations you won’t find anywhere else.
WADJEMUP / BRAND STORY INTRODUCTION
