Destination NSW

Destination NSW is the government agency for the tourism for the Australia’s most famous state, promoting everything from Sydney’s iconic landmarks and culture to regional tourism including the rural majesty of the Blue Mountains and beyond. They turned to Resonance to create a distinct sonic brand identity that could match their FEEL NEW brand platform, unite all forms of content and capture the essence of the whole of the state.

Following an in-depth brand and competitor audit, we recommended they create an ownable sonic identity that built upon brand equity established in past campaigns. A new sonic palette was developed which features a solo cello amongst textural strings, voice and synthetic elements.

Creating the audio logo, we identified “the collision of nature and culture” as a phrase that could act as a central organising concept. To represent nature, we caught the perfect wave using spatial audio. To represent the diverse cultural experiences of the state, we used the sound of a crowd recorded live at the Sydney Opera House. These two sound design elements provided the framework for the audio logo above which a cello melody could soar. This melody was composed in the lydian mode which helped to create an inviting feeling of awe and wonder.

The new sonic identity has been rolled out across multiple touchpoints, creating consistency across content themes, supporting partnerships and communicating the full range of experiences available in New South Wales. The production quality of the sound design and music continues to elevate DNSW above its state, country and tourism sector competitors