True Local is one of Australia's longest running review and directory websites. Over the past 10 years, its user base had lapsed significantly and the need for a new identity and re-design of the website was much needed. After weeks of user research and interviews, we developed a new approach that focused on the visual identity of any main street - signage. After all, True Local was just another business too.

Using neon as a basis of the identity was a decision that reflected True Local's mission to be loud and proud, while arrows represented how True Local points users in the right direction. We developed a campaign that used these elements to promote other businesses (not True Local itself) to re-establish the site as a key part of the community in helping local businesses succeed.


Identity, Digital, Product, Campaign