Cable Beach Polo
Brand Identity / Illustration / Strategy / Digital / Print Design
/ Experiential / Art Direction
Brand Identity / Illustration / Strategy / Digital / Print Design / Experiential / Art Direction
Branding a Broome icon.
Broome is the western gateway to the Kimberley wilderness - home to world-famous Cable Beach sunsets, crocodiles, pearls, and the natural phenomenon of the Staircase to the Moon.
We had the pleasure of working on the Brand Identity for the “Havana Club Lounge” as a key marquee for the 2019 Cable Beach Polo. With “Havana Club” being one of the sponsors for the event, our mission was to bring a little slice of Cuba to the iconic Cable Beach with the colour, rum, music, and community. The event is designed to boost local tourism and promote Broome as an international destination. We broke this project up into two phases: Strategy and Design & Rollout. We worked closely with event producer Marilynne Paspaley on the planning, positioning, and promotion leading up to the event including on-site activations for “selfie moments”.
Stage two included the “Design and Rollout” of menus, uniforms, wayfinding, hand-lettering signage for the entire event, interior, the pop-up bar, and banners.
The annual Cable Beach Polo brings “Around 70% of the 1,350 paying spectators we receive at the Cable Beach Polo each year come from Perth or interstate which makes this event a considerable economic contributor to the local economy, estimated at $2.8m in value,” said event producer Marilynne Paspaley. Additional to the considerable benefits that the Cable Beach Polo delivers to the local economy in tourism, hotels, hospitality, and small business, it’s also a huge supporter for the Royal Flying Doctors Service (RFDS) with a legacy of raising $33,345 for the cause this year alone.
Broome truly is like no other place and it was our pleasure to immerse ourselves in its culture, community, and support local tourism with the development of The Havana Club lounge.
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We respectfully acknowledge the traditional custodians of the land which we work, the Wurundjeri-willam peoples on the land which we work. We pay respect to their Elders, past present and emerging.