The perception of Lake Macquarie, Australia is one of a sleepy seaside location popular with retirees. But Lake Macquarie is anything but. With progressive business and technology initiatives, adrenalin sports and community engagement, Lake Mac is a hive of energy and activity. The local council wanted to change these perceptions and launched a campaign to both build awareness and reposition Lake Macquarie to investors, tourists and the local community as an exciting and progressive destination.

The rebrand of Lake Mac centred on a dynamic typeface and live work capturing the colours and light of the natural beauty of the area. The campaign centred on a call to alms ‘Let’s Lake Mac’. Imagery reflected the energy and involved the viewer in the action taking place rather than passively observing. Lake Macquarie has an abundance of natural assets — beautiful beaches, forests and lake experiences spread across 95 distinctive villages. This highly attractive lifestyle offering became the key component of the poster’s story. It evolves the perception and narrative of Lake Macquarie from one of a passive lifestyle to an active experience that would speak to a younger generation.

Lake Macquarie Council has whole heartedly taken to this rebrand and the campaign roll out is next in the pipeline.