The West Coast of Tasmania is remote, lacks profile, and has a struggling economy. The region needed a new breath of life to increase tourism, attract business investment, facilitate economic development, and drive population growth. The identity embraces the West Coast’s confronting history and reframes the region’s harsh conditions and perceived weaknesses as compelling provocations and anecdotes. The brand is an open-source system that each town, local business and community organisation can utilise to tell their own stories – which combine to collectively shape a cohesive regional identity
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