The Challenge

When we talk about diving into complex business problems headfirst, we mean it. The Capes Foundation was one where there was no blueprint.

Owning, operating and conserving eight breathtaking nature-based tourism sites in WA’s South West, the Capes Foundation are a not-for-profit division of the Margaret River-Busselton Tourism Association (MRBTA) and work closely with the region’s brand to increase visitorship to the sites.

It’s fair to say they faced both a business and marketing challenge. With a complicated organisational structure, two ‘co-brands’ and eight distinct websites to promote, the Foundation approached thebox for both a structural and a visual brand overhaul.

The Idea

The Capes Foundation is much more than a tourism operator; they are custodians of the region’s precious sites, collaborators in important community initiatives and educators of the region’s history.

thebox was tasked with developing a brand system to support and clarify the Foundation’s structure. It needed to communicate the Foundation’s tourism experiences while also spotlighting its work as conservators of the region.

With a diverse range of stakeholders and products, the brand needed to be flexible enough to transform and expand along with the Foundation.

The Solution

Once the organisational structure and brand hierarchy was established, thebox presented a strong and dynamic brandmark to The Capes Foundation.

Inspired by the region itself, the brandmark highlights the geographical position of WA’s Capes Region, with an infinity-like symbol as a nod to the regenerative principles that underpin their work.

A strong typeface with yellow ochre and black is both sophisticated and warm. The sub-brands were inspired by their own surroundings: breezy blues for lighthouses, earthy browns for caves, lush green for wildlife and energising orange for adventure.

The Last Word

The crew worked side-by-side with The Capes Foundation to understand and organise the new structure. From there, we devised a robust style guide for the Foundation to reference and make sense of the many initiatives, experiences and partners.

Since then, we have worked with the Foundation on design and collateral.


What We’ve Done

  • Strategic Planning
  • Brand Development
  • Corporate Style
  • Stationery Suite
  • Design
  • Collateral
  • Signage Solutions
Next Case Study
Previous Case Study