This Victorian region, known more as a pitstop than a destination, sought a fitting rebrand — for both tourists and locals. Across look, feel and application, they wanted something that could best reflect what it currently means to invest, visit, live and work in Latrobe City — bearing the torch for a new era in communicating with all those audiences.

After many lengthy strategic brand workshop stages, community engagement, stakeholder meetings, and council approval, we landed on the essence of 'Life Transformed!' – expressing the region's creativity, entrepreneurial spirit, ambition, and drive towards a better future.

With all that in mind, I penned the words to help bring it all to life. Below are some excerpts from the Brand Book.