Tuggerah Lakes Estuary Awareness Campaign
Wyong Shire Council

Brand Identity
Campaign Strategy
Key Messaging
Brand Guidelines
Art Direction
Print Collateral

The Tuggerah Lakes Estuary Management Plan is a long term plan for the responsible management, protection and restoration of the Tuggerah Lakes Estuary on the Central Coast of NSW. The Tuggerah Lakes Estuary — incorporating Tuggerah Lake, Budgewoi Lake and Lake Munmorah — is a vital part of the coast’s landscape, tourism and recreation, and a major attraction for residents and visitors to the area. Wyong Shire Council engaged L+L Design to establish a strong and consistent brand identity that would be viewed positively by the community, raise awareness of the uniqueness of and issues surrounding the estuary, and assist in community education and action.

To reflect the uniqueness and diversity of the Tuggerah Lakes Estuary system, we created a series of graphics from colourful dots, which we are able to fashion into a variety of shapes both abstract and recognisable. These graphics were then applied to various communication pieces to deliver key messaging about the importance of the estuary and its inhabitants, and to reinforce the actions and attitudes needed to guarantee the future of the ecosystem. The brandmark was developed as a representation of the shape of the three lakes that constitute the estuary, each stylised into the shape of a heart. Coupled with the tagline ‘Love our living lakes’, a positive message that highlights the local passion for the area and the importance of maintaining it, we are able to foster a culture of community responsibility to ensure a viable future for Tuggerah Lakes.