City of Logan engaged Map Creative to develop a brand strategy and identity to introduce their emerging tourism offerings in Queensland. Our strategy positioned Logan as a genuine alternative to the clichéd picture-perfect tourist destination, and instead targeted unpretentious urban explorers seeking unique and authentic experiences.

With a vibrant new brand indicative of Logan's colourful characteristics, we launched a destination marketing campaign to encourage visitors to 'experience different'. With itineraries full of hidden gems from Buddhist temples to breweries and go-carting to cultural centres, we presented the City of Logan as the real deal destination that it is.