This project was a strategic initiative focused on defining and redesigning the brand identity of the suburb, Stanwell Park.
The core objective was to move beyond surface elements
and deeply connect with the true character of the place.
To achieve this authentic representation, I immersed myself
in the suburb, engaging all senses and interviewing locals
to authentically capture the community's essence.

The design approach centered on defining Stanwell Park’s
unique identity, which is encapsulated by the brand essence, “Tranquility meets Adventure.” This duality sets “Stanny”
(as the locals call it) apart, offering adventurous activities
like surfing, hang gliding, and trail walks, alongside peaceful
elements such as quiet coffee spots and the serenity of the natural environment.

Local descriptions of Stanny as “an escape from everything” and “feeling very free” reinforced this balance, forming the foundation for the brand concept. My intention was to capture Stanwell Park through a language and visual identity that celebrates local pride, fosters community connection, and strategically supports sustainable tourism & local business growth. This is expressed across multiple touchpoints - way finding, signage, merchandise, a local monthly magazine, website, and app.

The logo draws inspiration from Stanny's unique geography, its huge escarpment meeting the sea. As well as the brand language developed using colloquial language, such as “Stanny Steps”
and “Live like a Local,” to authentically convey the coastal living experience and encourage active community engagement.