THE REEF TRAIL

In 2024, I took the lead in spearheading the branding initiative for the esteemed Reef Trail, a flagship component of the Qld Music Trails project set to make a triumphant return to Queensland's coastal splendor. This trail seamlessly marries the captivating beauty of Queensland's coral reefs with the enchantment of music, promising a truly unique adventure for all who embark upon it.

As both the brand manager and designer for the Reef Trail, I assumed dual responsibilities in crafting its visual identity and steering its overall brand strategy and management. Tasked with conceptualizing and executing visual elements that embodied the spirit of the reef while resonating with the magic of music, I embarked on an exhilarating journey of creativity and exploration.

From the inception of the logo to the creation of promotional materials, every detail was meticulously curated to ignite curiosity and excitement among trail enthusiasts. The visual elements were thoughtfully designed to capture the vibrant colours of the reef and the transformative power of music, offering an immersive experience that would leave a lasting impression on all who ventured along the trail.

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THE OUTCOME

The brand identity I developed for the Reef Trail successfully encapsulated the essence of Queensland's coastal beauty and the spirit of musical discovery. It served as a beacon, attracting adventurers and music enthusiasts alike to explore the wonders of the reef, leaving a lasting impression on all who participated.

OOH

The OOH (Out-of-Home) assets took center stage in promoting the Reef Trail events, showcasing DL flyers, posters, banners, and billboards strategically placed for optimal visibility. These materials were key in raising awareness and fostering engagement, guaranteeing that the events garnered substantial attention and drew in attendees from the intended demographic.

DIGITAL ASSETS

Digital assets were integral in promoting our events through our website. These assets included a range of Out-of-Home (OOH) materials, such as social ads, social tiles, website assets, News Corp assets, Truskins, and Scrollx content. They played a vital role in driving awareness and engagement, ensuring our events received extensive promotion and attracted a diverse audience.

APPAREL DESIGN

Apparel designs were integral in promoting the Reef Trail through our merchandise. These designs included a range of clothing items, such as hoodies, t-shirts, and hats. The hoodies and t-shirts featured the Reef Trail map on their backs, providing both functionality and a visual representation of the trail. Additionally, the Reef Trail logo was prominently displayed on the hats, enhancing brand recognition. These apparel items played a vital role in driving awareness and engagement, ensuring the Reef Trail received extensive promotion and attracted a diverse audience.