Tasmanian
Tasmanian Projects
Building a brand is not just about communications and marketing. It’s about ensuring our aspirational story is as true as it can be, through action. We call our projects “Trojan horses”, ways to involve as many people as possible in our work and to reinforce the Tasmanian pattern of success.
Because of the enormity of our ambition and the small size of our team, we operate as a client-service organisation. We partner with stakeholders within business, government, and the community, to empower Tasmanians to tell their story — in words, in images and, most importantly, through action.
Every project we deliver, every story we tell, every workshop we host, and every conversation we have is designed to ensure more Tasmanians feel seen, supported, and inspired to be part of this work.
Brand Tasmania
Our programs
Tasmanian Stories
There are 570,000 distinct ways to be Tasmanian. Here are some of our stories of making the impossible possible, of overcoming obstacles, of determination, grit, invention, imagination and extraordinary outcomes – all in a hauntingly beautiful natural environment.
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Little Tasmanian
Little Tasmanian aims to bring the Tasmanian story into the lives of new Tasmanians in their early years, and connect parents and carers with Tasmania-relevant information about the first 1,000 days. Using a message of ‘someone like you did it, and you can do it too’, Little Tasmanian encourages aspiration, confidence, and pride in children and their trusted adults from the very beginning.
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The Tasmanian Mark
The Tasmanian Mark operates as a ‘place of origin’ marker and is part of a targeted effort to differentiate Tasmanian products and services in local, national and international markets, and to derive more value for everything Tasmanian. Tasmania is the place. Tasmanian represents the people and what they do.
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Tasmanian Workshops
Our brand workshops empower partners to understand and apply the Tasmanian brand story in ways that are authentic to their own work. By building shared language and confidence, these sessions help bring the brand to life across diverse sectors and communities.
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Tasmanian Toolkit
The Tasmanian digital toolkit is an important resource that helps partners access brand-aligned content while providing insights into what materials are most needed. By continually expanding and refining the toolkit based on user feedback, we ensure it remains a practical and inspiring tool for sharing Tasmania’s story.
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Tasmanian Store
In our interviews and research with Tasmanians, we listened carefully for symbols and icons. Nothing compared with the word itself: Tasmanian. These items are for all Tasmanians and those who might like to be Tasmanian – for a night, two weeks, or the rest of their lives.
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Brand Tasmania
Our projects
Tasmanian Youth Story
The Tasmanian Youth Story project set out to capture the unique experiences of what it is like being a young person living in Tasmania — the good and the bad. The story it tells will help decision-makers better understand what young people want from Tasmania, making it a fairer and finer place for everyone.
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The Tasmanian Scent
There are Tasmanian stories you can read, see, and hear. You can touch and taste Tasmanian products. But in our interviews with Tasmanians, they often spoke of that first blast of fresh air when you land at one of our airports, and the uniquely Tasmanian aromas it carries. We experience places through all our senses, and the Tasmanian scent project is one part of the sensory journey we were keen to explore further.
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Tasmanian Health Recruitment
Our strength is in our lifestyle and in our community. Our research shows that when people choose a career and a life in Tasmania, they are drawn to a change: a change of lifestyle in a different culture. We’re partnering with the Tasmanian Department of Health on the Tasmanian Health Recruitment Project and to support the important work our health professionals do for all Tasmanians.
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Women and Girls in Sport
This project celebrates and showcases the quiet achievers and community champions in sport and active recreation across Tasmania by highlighting examples of women who lead, women in their communities, and women supporting other women.
The project aims to improve participation and access for women and girls in all aspects of sport and active recreation.
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Women in Tasmania
For International women's Day 2023 and beyond, we wanted to celebrate women across Tasmania. We wanted to show women who lead, women in their communities, and women supporting other women. By making these examples visible, we aim to champion the meaningful achievements of Tasmanian women, and showcase the influence of our unusual place and our unexpected lifestyles.
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