Love Westside
We were invited by Western Melbourne Tourism (WMT), through an existing project lead, to refine and formalise an early visual idea called Westside Life. While an initial logo concept had been developed, the work had not yet been resolved into a cohesive brand, with no clear narrative or stakeholder alignment to support its progression into a destination brand.
Our challenge was to shape an authentic, unifying brand for Melbourne’s west, one that reflected community pride, was grounded in place, and ready for activation across multiple councils and partners.
Rather than simply refining the existing identity, we went deeper. HM initiated direct conversations with residents, retailers and stakeholders, asking what the west meant to them. The response was clear and consistent: people love the west.
That insight became the foundation for a new brand idea, Love Westside.
Working alongside collaborator Richard Henderson, we developed the visual language and narrative framework, ensuring alignment between strategy and design. HM led stakeholder engagement, presented the direction to the WMT Board, and facilitated feedback and approvals. We also worked closely with council partners to build shared ownership and confidence in rollout.
Deliverables included brand strategy and narrative, identity refinement and messaging system, a comprehensive brand guide and toolkit, and consultation across implementation, and board-level presentations and approvals.
Love Westside is now a ready-to-roll destination brand for Western Melbourne Tourism, clear, inclusive and built on genuine insight. It connects local pride with visitor appeal and provides a practical framework for coordinated storytelling and ongoing activation across the region.
