Uniting a region with a powerful brand to spark tourism and community growth

Branding Case Study
Client: Loddon Shire Council

Overview

Loddon Shire is a large regional municipality in central Victoria comprising a network of small towns and rural communities. Like many regional areas, it faces the challenge of attracting visitors, residents and investment while maintaining a strong sense of local identity and community pride.

Council engaged Stake to develop a place brand strategy that could articulate Loddon’s distinct character and support economic development, tourism and community storytelling. The work required balancing diverse local perspectives while identifying a unifying narrative capable of representing the region as a whole.

Approach

Stake undertook a structured research and engagement process to understand how Loddon is experienced by residents, businesses and visitors. This included desktop analysis of relevant Council and related strategies, community immersion, focus groups and stakeholder consultation across the shire.

Insights from this work informed the development of a place brand platform designed to capture both the productive landscape of the region and the character of its communities. The strategy was designed to provide council and local stakeholders with a clear narrative and practical framework for communicating the region consistently across tourism, economic development and civic communications.

Deliverables

• Place brand strategy and narrative

• Community research and stakeholder engagement

• Brand positioning and messaging framework

• Visual identity system and brand expression

• Implementation guidance for council teams

Outcome

Having received endorsement from Council, Stake is now finalising the Identity Guidelines in partnership with Council’s Business Development Unit. The final guidelines are expected to be endorsed in April 2026.