An approachable brand that helps bring Victoria's largest dormant volcano and its rich aboriginal history to a broader audience.

Located in Victoria’s south-west, Tower Hill is a volcanic formation believed to have last erupted over 32,000 years ago. At 3.2km wide, it is the largest ‘nested maar’ in Victoria. It is home to the Gunditjmara people, whose culture dates back 65,000 years. Indigenous artefacts such as greenstone axe heads have been found on the site.

Worn Gundidj are an Aboriginal Co-operative creating sustainable, Indigenous operated commercial enterprises. Worn Gundidj at Tower Hill offers a unique cultural, heritage and nature-based tour experience, linking Aboriginal culture to geology, nature and the environment.

Working closely with Worn Gundidj and Visit Victoria, our task was to help communicate this offer to a wider audience.

Solution

To make more people aware of this amazing geological formation we used aerial photography to introduce the iconic site and employed a symbol as shorthand. Based on an Indigenous mark, the symbol represents both a water hole and a meeting place.

Beyond the site itself we needed to reflect the unique experience Worn Gundidj offers. Tower Hill is a place where the importance of connection is understood. Connection to history, culture, and nature. This informed the Self-truth® – ‘Be Connected’. Atmospheric and shallow depth of field photography reflected the emotive personal experience.

The typographic logo-as-messaging-system helps express many aspects of the tours in an ownable voice.