Introduction
There’s something that lies beneath the surface here that defines us as a city. You may not see it at first, but the moment you step foot here, you feel it. You sense it in the architecture, in the streets, out in nature, between the people — an undercurrent — born from generations of hard-work, curiosity, community, resilience, independence.
The meeting place of three waterways, our beautiful city has been a cultural hub and gastronomic centre for more than two thousand generations. The first to love this land were the Tasmanian Aboriginal people, who have one of the oldest continuing cultures in the world. Today, around 110,000 people call Launnie home.
There are no tourists here – just locals and temporary locals still discovering their true north.
Our city is human scale. A series of green and wild spaces linked by heritage streetscapes and thoughtful adaptions. A real blend of old-world and new, tradition and innovation. We’ve honed our craft and aren’t scared to experiment either – there’s always something exciting bubbling away.
Our natural and built heritage, food, wine (and spirit) have drawn together a diverse community of makers, artisans, storytellers and nature lovers from all over the world.
Culture takes many forms, and we’ve made life’s simple pleasures an art. We aren’t much into big-city swagger, but you’ll find plenty of charm. Our close-knit community always has time for people, time to connect. Here, the farm gate is the local store, nature is our playground, and the cellar never runs dry.
Our Character - Ferociously Laid-Back
There’s something to be said about the Launceston way of life. For years we’ve been doing things our own way, out of the spotlight, left to our own devices. And it has brought with it a certain attitude.
Those who step foot here say we’re laid-back. Down-to-earth. Got it easy. And, to some degree, they’re right. But once you dig beneath the surface here, you’ll find there’s much more to it. Yes, we take things in our stride. Yep, we’re easy-going and always up for a chat. And, yes, when we get a break, we tend to head out into the parks, the heritage- listed gorge, the wineries and mountains tracks. But we’re hard- working. We built a city from scratch and turned it into a city of firsts. And the world now covets what we have, what we built.
Here, a traffic jam is lining up for a coffee at the farmer’s market on Saturday morning, and big city pressure is trying to wrap a chat on the street.
And we’ve known it no other way.
Once you dig deep into Launnie, you will discover what we’ve always known. A city connected by what you see, and what you don’t. It’s time for us to show the world what they’ve been missing about us, what’s going on beneath the surface — and, by doing so, create a platform for us all to tell our own (wildly) unique stories.
Our Past - The City As We Make It
Our city’s story hasn’t always been easy.
In fact, it is one of grit and determination, of close calls and even closer bonds. Our city flourished because of the obstacles we overcame (and, some, we still face today). Such as when we didn’t have electricity, we worked the dams to light the way. When we didn’t have bread, we built the mills that would feed a nation. When the storms came, we sheltered our neighbours until the waters receded. When our indigenous origins were thought lost, new stories proudly emerged.
And when the rest of the world was digging up the land and building bigger walls, we kept to ourselves, tilling our soils, turning our mills, building our traditions, opening doors, growing a city into a home.
But by overcoming these obstacles, we have created a determination, a steeliness, a certain resolve and confidence that has shaped who we are today — and allowed us to steady the uncertain path ahead.
Our Future - Quietly Does It
It’s been said we’re the new kind of city, an alternative-city, the poster city for the slow-city movement — yet, we’ve known no other way.
Because, for big cities, time is a master, for us, a servant. As pressures mount and anxieties loom, our city has become a perfect refuge for the modern world. Some may call it luck — but we know it takes more than that. Our city has emerged from our island state, untouched, unscathed, unfettered, and ready for anything.
Years spent doing things our own way, at our own measure, has created a way of life that only now the rest of the world understands.
Quietly honing our crafts, looking our neighbours in the eye, understanding our nature, holding ourselves accountable and inviting the world in, it is this undercurrent that defines us, steadies us, connects us, and makes us that special kind of city.
Because in the end, it’s not about fame, but, creating a haven for others to feel a part of and contribute to our greater Launceston story.
Brand Voice: Using the Story
To tell our stories truthfully (and in true Launnie fashion), we need to speak in a way that feels real to the character of our city.
Being from Launnie brings with it a certain way of speaking. You know it straight-away when you hear it. It’s what we say when we’re out in nature, on the street, at the markets, in the pubs — even at home. It’s those quirks and mannerisms, those local sayings, our laid back rhythms and inflections that make us who we are.
We know life here can be unrushed, unphased, unsuspecting. That’s why we tend to take things at our own pace, seemingly always at ease within our own skins. That’s why we’re friendly and welcoming, but happy in our own company. That’s why we are down-to-earth, but bold and determined. That’s why we’re artistic and creative, both in the studio and out in nature. And that’s why we can be a little selfeffacing at times, but proud of our community and the city we call home.
We want to embrace the quirks and the creativity that takes place in our undercurrent. We want to show how we take things slow. Or that we don’t believe in the expected, but in character, and charm, and space, and the things that make life different — that makes Launnie different. Bringing these traits into our communications, consistently and thoughtfully, allows us to both be true to the Launceston spirit and communicate ourselves in a powerful, united and (most importantly) identifiably Launnie way. Rather than 10,000 voices drowning each out, we create one voice that can reverberate around the world.
When using our brand voice, it’s recommended we keep these attributes in mind.
Brand Voice: Using the Voice
We like to think there are no strict rules in what we say — we’re all human after all. However, you could argue there are some rules in what we wouldn’t say — as when we say something that doesn’t sound like us, we’re straying from what it is to be Launceston.
Opposite, or the reverse of the usual, are our voice principles — these are what inspire our voice. As well as some key attributes and tips we should always keep in mind when we’re communicating.
ALTERNATIVE -It’s said our city doesn’t feel like a city — that’s probably why we see things in a different light. When we talk about Launnie, we tend to play with the expectations, pressures, and cliches of life in the “modern cities”, and flip it on its head to show how we do it differently, unexpectedly.
LOCAL - To speak Launnie is to speak local. It’s conversational, friendly, down-to-earth, laid-back — peppered with dry and self-effacing humour — like we’re by the footy oval on a Saturday. We avoid big words, instead using real local language and insights.
INDUSTRIOUS - Our city has had its fair share of challenges in its time. And we’ve always found a way to overcome them. As such, we’ve forged a steely confidence in our processes and actions. That’s why we’re passionate about sharing the stories and the good done in our city.
Quick Tips
- Speak like a local (“Launnie” abbreviations, local knowledge)
- Be clear and accessible (don’t use complicated language)
- Use first person, active tense (“us”, “we”)
Personality Test
- Ambitious
- Down to earth
- Conversational
- Humorous
- Self-effacing
- Bold
- Adventurous
- Inspiring
- Helpful
- Welcoming
- Curious
- Inventive
- Accepting
- Patient
- Industrious
- Accessible
- Colourful
- Humble
- Resourceful
Brand Voice: Story Structure
Now that we have a better idea of our voice, how do we show it?
Our Story Structure talks to how we use Launnie’s undercurrent to show what makes us unique.
Nothing in life is as straightforward as it seems... and that’s especially true in Launceston. We have a different perspective of things, a different way of being — even if it’s not obvious on the surface. The Undercurrent Story Structure is how we communicate that to the world, and it uses a mix of visuals and languages to do that job — with different emphasis, depending on the situation.
No matter the situation, though, there are always two elements at play:
The Surface
The Surface is exactly what it sounds like: the obvious, the expected. Sometimes we use it to illustrate the difference between what’s expected and what’s true about Launceston, other times it’s there in the form of standard information (like the name of a business, a location, opening times, etc) that just need to be communicated.
The Undercurrent
The Undercurrent is also exactly what it sounds like: it’s what’s going on beneath the surface. It might be an idea that plays against or contradicts what’s in ‘The Surface’ (to articulate via contrast how we’re different), or maybe it’s just a slightly more interesting way of talking about something, using the Launceston Brand Voice to put our own little spin on it.
Wordmark
Our Launceston wordmark (shown above) reflects the very essence of the city — that is, the closer you look, the more it begins to unfold in front of you.
For instance, the curves of the letters are designed to reflect the estuary, and the banks of our two rivers. The letters’ organic shapes and little quirks represent not only what Launnie is today, but what it once was, and, what it will always be.
Art Direction
Photography should act as chronicler of what’s happening throughout Launceston at any given time. These can be the small moments unexpectedly captured, or gatherings seen from a local’s perspective.
Here are a few visual keys to keep in mind:
- We are embedded in the city, always amongst the action and in the moment.
- People are what make Launnie, so we try to hero them in most shots.
- We capture unexpected moments.
- We use interesting perspectives, as if seen from someone’s point of view.
- Our images can be light and bold — as we want to capture all the different sides to Launnie
Art Direction: People photography
To experience Launceston, is to experience it from a human perspective. That’s why when we’re photographing people, we place them in the centre of our frames, heroing them, their stories, their everyday moments.
So, when we’re taking photos of people, there’s a few things to always keep in mind:
- We get up close and personal, and capture our people in a way that feels like we are there with them, sharing the moment. It should feel “in the moment”, and un-posed.
- We capture the unique and authentic characters of our city — not models flown in for a photo shoot. We are unafraid of showing the real side to our community: our proud moments, our quiet moments, our sense of humour.
Art Direction: Place photography
When we want to show our environment, whether that’s out in nature, or in our historic streets, we want to capture the human perspective to it — inviting everyone in to the places that we know and love.
- We shoot from a human POV, like we’re embedded in local Launnie life.
- Photos should never feel staged, but capture the energy and motion of the city.
- We always try to put the focus on the people within the environment.
Art Direction: Product photography
PRODUCT
We’re makers and gatherers in Launnie. And there’s a lot of thing we make and gather well: food, wine, art, craft, produce, flowers. So, when we photograph products, our imagery should always hero the people, produce and products that makes Launnie great.
- Wherever possible, we focus on the process of making, not just the product.
- There should often be a human element in the frame: a hand holding a glass, picking an apple etc.
- We want to feel part of the moment, to see things from a local POV, or a slightly unexpected perspective.
Illustrations
Typography
