Brand architecture

MidCoast Council was formed by the NSW Government proclamation on 12 May 2016 through the merger of the former councils of Great Lakes, Greater Taree and Gloucester.

This also included the merger of the existing tourism bodies of Great Lakes, Manning Valley and Gloucester… now known as Destination Barrington Coast.

This brand architecture below informs MidCoast Council of the content and profile for the destination brand:

Barrington Coast brand architecture

  1. Destination name – An umbrella name for the entire region.
  2. Destination positioning.
  3. Strategic themes and experiences.
  4. Visitor hubs within the region.
  5. Key natural attributes for each visitor hub.

Destination Name

The new destination name Barrington Coast is a unique identifier, which no other destination in Australia can own in the marketplace. While it is a small part of the overall strategy, the name provides us with an opportunity to bring increased attention to our region.

Our new destination name also leverages the best-known attributes of the region – its spectacular and popular coastline and the World Heritage-listed Barrington Range. Barrington Coast offers the ability to connect and bring to life the stories of all the places within a diverse and vibrant region.

Brand Concept

The place where the leaves touch the waters from the mountains to the sea.

Our destination brand is inspired by the Aboriginal description of our region. We have included illustrative references to endemic native plants to tell this story. An ongoing consultation process is underway to ensure the Local Land Councils are properly represented. A library of illustration assets is being built for use throughout the branding.

The brand has been designed with flexibility in mind, enabling us to showcase our diverse offering in a contemporary and engaging manner. A logo mark is currently in development and a toolkit and guidelines was completed in 2019.

Destination branding FAQs

Still have questions about the new destination and the strategy behind the name?

Read the FAQs