Wadjemup / Rottnest Island brand story
I write for Wadjemup / Rottnest Island as Senior Copywriter for Lush - The Content Agency in collaboration with Nani Creative. It all began with a repositioning brand strategy and a brand story that told the story of the island.
Brand essence:
Connect to all that is here
Extended version:
Connect to an island that holds deep cultural, environmental, and historic significance. This is where coastal landscapes become the backdrop to your forever memories. The abundance of space calls you to connect back to yourself as you discover an island that is unlike anywhere else you’ve ventured. Welcome to Wadjemup / Rottnest Island.
Brand story:
When you step foot on Wadjemup / Rottnest Island, you enter a different frame of mind. It starts with your journey over as you wake up an appetite for adventure and curiosity at the anticipation of arriving on an island with a rich history, incredible coastal scenes, and wildlife populations you won’t find anywhere else. Home to iconic quokkas, a channel for annual whale migrations, underwater marine sanctuaries, and giant osprey nests; there’s nothing ordinary about this island. It’s a way to see the world differently.
While shoes are optional, a desire to wonder (and wander) is highly recommended. The experience extended to you — as you travel the network of bike paths and walking trails under your own steam — is one of grounded appreciation. Surrounded by the expanse of the Indian Ocean, just 19km from Perth, the island waters form bays, beaches, and marine experiences that have the power to reconnect you to the energy of life.
Breathe in the abundance of space around you, pause, and take it all in. This is about getting back to basics and experiencing the moment that's happening right now. Some call it a deep breath; others simply say they feel re-energised — a feeling that’s only strengthened when you share the island experience with family and friends.
Wadjemup, the Noongar naming of the island, means ‘Place across the water where the spirits go to rest’. This land is that of the traditional owners, the Whadjuk Noongar people, who know the island as a resting place of the spirits, as well as a memorial place of Aboriginal men and boys whose bodies still rest beneath the sands of Wadjemup. This is a history that we acknowledge and pay respect to.
As you wander, reflect, and give pause; you're offered a unique opportunity to connect to all that is here. All that was here before you arrived and all that will be here after you depart. The time you spend on Wadjemup / Rottnest Island is an invitation to do just that … re-connect. Firstly, to the curiosity and joy within yourself and, as you indulge in new experiences, this connection only grows alongside those you choose to venture with. When you head back to the mainland, it’s with a fresh perfective and the energy that comes from time well spent.
Welcome, to Wadjemup.
the visual brand:
The ridiculously talented team at Nani Creative developed the visual brand identity for Wadjemup. In their words, “The dual-named visual identity was inspired by the island’s welcome sculpture, Koora-Yeye-Boordawan-Kalyakoorl. At the base of the sculpture is a concrete relief representation of an aerial map of Wadjemup, featuring the island’s salt lakes and the emu in the sky (weitj) constellation.”
Read the full visual brand case study from Nani.
The ongoing work that brought the new brand to life
Brand strategy (in collaboration with Creative Strategist, Mike Drysdale)
Brand essence/tagline
Brand story
Tone of voice
Brand book
Editorial style guide (for destination brand)
Editorial style guide (for RIA)
Writing course for all staff and support agencies
Long-form editorial content and copywriting