The West Coast of Tasmania brand is an open source system that each town, local business and community organisation can utilise to tell their own stories. These combine to collectively shape a cohesive identity for the region. Every aspect of the toolkit, including a new photo library, illustrations and a custom typeface that references local features, are free to use by locals in the region. These provide the tools to communicate effectively, where these would normally be cost prohibitive to anyone but large tourism operators to use.
The West Coast Tas manual was created to help local businesses and tourism operators with additional knowledge beyond the brand guidelines. This document gives the background on the West Coast regional identity process and development. It contains articles on the community engagement, interviews with various collaborators, and showcases the various aspects of the brand from storytelling, typeface, photography and illustration.