Meander Valley
Helping an abundant region find its common ground.
In a small town hall, in the north of lutruwita/Tasmania, a group of residents are discussing a problem the Meander Valley has been facing: the community has grown far too many zucchinis. It’s not the first time we’ve heard about it. Another women suggested we keep our car locked, or else locals might sneak in their surplus squash.
But it’s not just zucchinis. The entire region is practically overflowing with abundance. Located on the lands of the Pallittorre and Panninher peoples, the Meander Valley’s lush environment stretches from the outskirts of Launceston to the Great Western Tiers and along its many meandering rivers. For generations, the valley has supported a thriving agricultural industry and today, its historic towns continue to flourish.
But as a relatively new municipality, Meander Valley wasn’t on the map (in some cases, quite literally). Partnering with the local Council, we set out to create a place brand that would establish Meander Valley as a recognised region, unifying the community’s identity and helping them share their abundance with the world.
Place Brand Brand Strategy Brand Identity Brand Voice Illustration Typeface design Community Engagement Place immersion
Meander Valley
Helping an abundant region find its common ground.
In a small town hall, in the north of lutruwita/Tasmania, a group of residents are discussing a problem the Meander Valley has been facing: the community has grown far too many zucchinis. It’s not the first time we’ve heard about it. Another women suggested we keep our car locked, or else locals might sneak in their surplus squash.
But it’s not just zucchinis. The entire region is practically overflowing with abundance. Located on the lands of the Pallittorre and Panninher peoples, the Meander Valley’s lush environment stretches from the outskirts of Launceston to the Great Western Tiers and along its many meandering rivers. For generations, the valley has supported a thriving agricultural industry and today, its historic towns continue to flourish.
But as a relatively new municipality, Meander Valley wasn’t on the map (in some cases, quite literally). Partnering with the local Council, we set out to create a place brand that would establish Meander Valley as a recognised region, unifying the community’s identity and helping them share their abundance with the world.
Place Brand Brand Strategy Brand Identity Brand Voice Illustration Typeface design Community Engagement Place immersion
Meander Valley
Helping an abundant region find its common ground.
In a small town hall, in the north of lutruwita/Tasmania, a group of residents are discussing a problem the Meander Valley has been facing: the community has grown far too many zucchinis. It’s not the first time we’ve heard about it. Another women suggested we keep our car locked, or else locals might sneak in their surplus squash.
But it’s not just zucchinis. The entire region is practically overflowing with abundance. Located on the lands of the Pallittorre and Panninher peoples, the Meander Valley’s lush environment stretches from the outskirts of Launceston to the Great Western Tiers and along its many meandering rivers. For generations, the valley has supported a thriving agricultural industry and today, its historic towns continue to flourish.
But as a relatively new municipality, Meander Valley wasn’t on the map (in some cases, quite literally). Partnering with the local Council, we set out to create a place brand that would establish Meander Valley as a recognised region, unifying the community’s identity and helping them share their abundance with the world.
Place Brand Brand Strategy Brand Identity Brand Voice Illustration Typeface design Community Engagement Place immersion
“Part of the problem for Meander Valley has been a focus, because we’re very lucky to have so much of everything. We can’t narrow it down to one thing.”
— Community Member
“Part of the problem for Meander Valley has been a focus, because we’re very lucky to have so much of everything. We can’t narrow it down to one thing.”
— Community Member
“Part of the problem for Meander Valley has been a focus, because we’re very lucky to have so much of everything. We can’t narrow it down to one thing.”
— Community Member
Meandering through the Valley
We spent weeks exploring the region; visiting local spots, running workshops with residents and having countless conversations (and cups of tea) with everyone from cafe owners to conservationists, farmers to friendly neighbours. Whether they were sharing some fresh produce or their favourite stories, it was clear the Meander Valley had a lot to give. But with so much abundance, the community struggled to its common ground. They needed a shared story for the region—one that celebrated the rich diversity of the Valley, while bringing them closer to the source of it all.
Meandering through the Valley
We spent weeks exploring the region; visiting local spots, running workshops with residents and having countless conversations (and cups of tea) with everyone from cafe owners to conservationists, farmers to friendly neighbours. Whether they were sharing some fresh produce or their favourite stories, it was clear the Meander Valley had a lot to give. But with so much abundance, the community struggled to its common ground. They needed a shared story for the region—one that celebrated the rich diversity of the Valley, while bringing them closer to the source of it all.
Meandering through the Valley
We spent weeks exploring the region; visiting local spots, running workshops with residents and having countless conversations (and cups of tea) with everyone from cafe owners to conservationists, farmers to friendly neighbours. Whether they were sharing some fresh produce or their favourite stories, it was clear the Meander Valley had a lot to give. But with so much abundance, the community struggled to its common ground. They needed a shared story for the region—one that celebrated the rich diversity of the Valley, while bringing them closer to the source of it all.
120+ conversations
On the street, over coffee, and in a cave, with everyone from business owners to bee-keepers.
50+ site visits
Hiking up Quamby Bluff, line-dancing with locals, harvesting homegrown veg and meandering through the region.
3 workshops
Held across four different towns, with a wide cross-section of the community.
7 local groups
Welcoming us in with open arms — from the Footy Club, to the Grower’s Club.
120+ conversations
On the street, over coffee, and in a cave, with everyone from business owners to bee-keepers.
50+ site visits
Hiking up Quamby Bluff, line-dancing with locals, harvesting homegrown veg and meandering through the region.
3 workshops
Held across four different towns, with a wide cross-section of the community.
7 local groups
Welcoming us in with open arms — from the Footy Club, to the Grower’s Club.
120+ conversations
On the street, over coffee, and in a cave, with everyone from business owners to bee-keepers.
50+ site visits
Hiking up Quamby Bluff, line-dancing with locals, harvesting homegrown veg and meandering through the region.
3 workshops
Held across four different towns, with a wide cross-section of the community.
7 local groups
Welcoming us in with open arms — from the Footy Club, to the Grower’s Club.
Grown from fertile ground
There was a reason Meander Valley had too many zucchinis. The region was situated on the 41st parallel, where the soil is known for its richness and the conditions are perfect for growing. It’s why families have been farming there for generations and why everything in Meander Valley just seemed to flourish — fruit stands stocked by the highway, dahlias overtaking the kerb, wild trout in the rivers and community groups springing up on every corner. What brought the region together had been right beneath our feet the entire time. From the local produce, to local businesses and a thriving local community — Meander Valley had grown from Fertile Ground.
Grown from fertile ground
There was a reason Meander Valley had too many zucchinis. The region was situated on the 41st parallel, where the soil is known for its richness and the conditions are perfect for growing. It’s why families have been farming there for generations and why everything in Meander Valley just seemed to flourish — fruit stands stocked by the highway, dahlias overtaking the kerb, wild trout in the rivers and community groups springing up on every corner. What brought the region together had been right beneath our feet the entire time. From the local produce, to local businesses and a thriving local community — Meander Valley had grown from Fertile Ground.
Grown from fertile ground
There was a reason Meander Valley had too many zucchinis. The region was situated on the 41st parallel, where the soil is known for its richness and the conditions are perfect for growing. It’s why families have been farming there for generations and why everything in Meander Valley just seemed to flourish — fruit stands stocked by the highway, dahlias overtaking the kerb, wild trout in the rivers and community groups springing up on every corner. What brought the region together had been right beneath our feet the entire time. From the local produce, to local businesses and a thriving local community — Meander Valley had grown from Fertile Ground.
A patchwork of abundance
The new identity brings together the region’s abundance, with a patchwork grid inspired by the community’s crafty spirit and the diversity that’s growing on every patch of ground. A suite of patterns weave it all together, with each thread following the natural topography of the land—from the winding roads, to the straight crop rows. This is carried into the logo, which follows the region’s meandering rivers and pulls on the threads of the past. Its distinctive ‘M’ shape represents the Great Western Tiers, while a hidden ‘V’ symbolises the fertile valley beneath.
A patchwork of abundance
The new identity brings together the region’s abundance, with a patchwork grid inspired by the community’s crafty spirit and the diversity that’s growing on every patch of ground. A suite of patterns weave it all together, with each thread following the natural topography of the land—from the winding roads, to the straight crop rows. This is carried into the logo, which follows the region’s meandering rivers and pulls on the threads of the past. Its distinctive ‘M’ shape represents the Great Western Tiers, while a hidden ‘V’ symbolises the fertile valley beneath.
A patchwork of abundance
The new identity brings together the region’s abundance, with a patchwork grid inspired by the community’s crafty spirit and the diversity that’s growing on every patch of ground. A suite of patterns weave it all together, with each thread following the natural topography of the land—from the winding roads, to the straight crop rows. This is carried into the logo, which follows the region’s meandering rivers and pulls on the threads of the past. Its distinctive ‘M’ shape represents the Great Western Tiers, while a hidden ‘V’ symbolises the fertile valley beneath.
“The Place Brand is giving us a clear and authentic way to tell our valley’s story... It’s helping us build a stronger sense of who we are, where we come from, and where we're going.”
— Melissa Straughan, Senior Communications Officer, Meander Valley Council
“The Place Brand is giving us a clear and authentic way to tell our valley’s story... It’s helping us build a stronger sense of who we are, where we come from, and where we're going.”
— Melissa Straughan, Senior Communications Officer, Meander Valley Council
“The Place Brand is giving us a clear and authentic way to tell our valley’s story... It’s helping us build a stronger sense of who we are, where we come from, and where we're going.”
— Melissa Straughan, Senior Communications Officer, Meander Valley Council
The fabric of the Valley
A suite of custom illustrations celebrate the diversity of life in Meander Valley and everything the community is growing on this fertile ground — from crops, to cows and local clubs. Like all things made in Meander Valley, they’re organic, handcrafted and full of local flavour. The landscape and produce became our palette, featuring plump raspberries, flowering dahlias, native honeybees and soft, green grass. And of course, the fertile soil from which it all grows.
The fabric of the Valley
A suite of custom illustrations celebrate the diversity of life in Meander Valley and everything the community is growing on this fertile ground — from crops, to cows and local clubs. Like all things made in Meander Valley, they’re organic, handcrafted and full of local flavour. The landscape and produce became our palette, featuring plump raspberries, flowering dahlias, native honeybees and soft, green grass. And of course, the fertile soil from which it all grows.
The fabric of the Valley
A suite of custom illustrations celebrate the diversity of life in Meander Valley and everything the community is growing on this fertile ground — from crops, to cows and local clubs. Like all things made in Meander Valley, they’re organic, handcrafted and full of local flavour. The landscape and produce became our palette, featuring plump raspberries, flowering dahlias, native honeybees and soft, green grass. And of course, the fertile soil from which it all grows.
“This feels so true to us, and unique to what we've seen. In pretty much every way feel it is reflective, usable, celebrative and buildable.”
— Melissa Straughan, Acting Senior Communications Officer, Meander Valley Council
“This feels so true to us, and unique to what we've seen. In pretty much every way feel it is reflective, usable, celebrative and buildable.”
— Melissa Straughan, Acting Senior Communications Officer, Meander Valley Council
“This feels so true to us, and unique to what we've seen. In pretty much every way feel it is reflective, usable, celebrative and buildable.”
— Melissa Straughan, Acting Senior Communications Officer, Meander Valley Council
Quality yarns
In Meander Valley, the locals always have time for a yarn. They chat on the street, lean over neighbours’ fences, huddle around tables and stop to catch up on a ‘quick trip’ to the shops. The voice of the Valley is shaped by the stories we heard and defined by the community’s grounded nature, generous spirit and appreciation for the abundance around them. Simple poems replicate the feeling of meandering, connecting different places and experiences with a gentle, flowing rhythm. While our custom typeface, inspired by farm-gate stalls and historic signage, adds some extra local charm.
Quality yarns
In Meander Valley, the locals always have time for a yarn. They chat on the street, lean over neighbours’ fences, huddle around tables and stop to catch up on a ‘quick trip’ to the shops. The voice of the Valley is shaped by the stories we heard and defined by the community’s grounded nature, generous spirit and appreciation for the abundance around them. Simple poems replicate the feeling of meandering, connecting different places and experiences with a gentle, flowing rhythm. While our custom typeface, inspired by farm-gate stalls and historic signage, adds some extra local charm.
Quality yarns
In Meander Valley, the locals always have time for a yarn. They chat on the street, lean over neighbours’ fences, huddle around tables and stop to catch up on a ‘quick trip’ to the shops. The voice of the Valley is shaped by the stories we heard and defined by the community’s grounded nature, generous spirit and appreciation for the abundance around them. Simple poems replicate the feeling of meandering, connecting different places and experiences with a gentle, flowing rhythm. While our custom typeface, inspired by farm-gate stalls and historic signage, adds some extra local charm.
Credits
Recognition
A big thank you to Melissa, Jonathan, Nate and the entire team at Meander Valley Council for creating such fertile ground for this brand to grow and flourish.
And to the local community, who welcomed us into their homes, their gardens and their lives. Thank you for sharing your stories (and your zucchinis) with us.
Strategy
Claudia Henderson, Arielle Bodenstein
Storytelling
Arielle Bodenstein
Design
Atsaya Gabiryalpillai, Patrick Carroll, Leon Shore
Account
Alice Keeble
Illustration
Dash O’Brien-Georgeson
Typefaces
Meander Display – For The People
Montagu Slab – Florian Karsten
HK Grotesk – Hanken Design Co.
Coming soon
Credits
Recognition
A big thank you to Melissa, Jonathan, Nate and the entire team at Meander Valley Council for creating such fertile ground for this brand to grow and flourish.
And to the local community, who welcomed us into their homes, their gardens and their lives. Thank you for sharing your stories (and your zucchinis) with us.
Strategy
Claudia Henderson, Arielle Bodenstein
Storytelling
Arielle Bodenstein
Design
Atsaya Gabiryalpillai, Patrick Carroll, Leon Shore
Account
Alice Keeble
Illustration
Dash O’Brien-Georgeson
Typefaces
Meander Display – For The People
Montagu Slab – Florian Karsten
HK Grotesk – Hanken Design Co.
Coming soon
A big thank you to Melissa, Jonathan, Nate and the entire team at Meander Valley Council for creating such fertile ground for this brand to grow and flourish.
And to the local community, who welcomed us into their homes, their gardens and their lives. Thank you for sharing your stories (and your zucchinis) with us.
Strategy
Claudia Henderson, Arielle Bodenstein
Storytelling
Arielle Bodenstein
Design
Atsaya Gabiryalpillai, Patrick Carroll, Leon Shore
Account
Alice Keeble
Illustration
Dash O’Brien-Georgeson
Typefaces
Meander Display – For The People
Montagu Slab – Florian Karsten
HK Grotesk – Hanken Design Co.
Recognition
Coming soon
Acknowledgement of Country
The For The People team are spread across the world – but the majority of us currently live on the land known most commonly today as “Australia”. This land has been home to designers, artists, storytellers and planners for tens-of-thousands of years – so our time contributing to these crafts constitutes only a near-infinitesimally small fraction of that history. It’s with profound admiration and deep respect, then, that we acknowledge Aboriginal and Torres Strait Islander peoples as the First Peoples of this country and extend that respect to Elders past and present. They shaped (and continue to shape) the history of this land, they cared for (and continue to care for) its natural environment, and they never ceded its sovereignty. It always was, and always will be, Aboriginal land.
Acknowledgement of Diversity
All fields are improved by diversity – but that's especially true for creativity. We welcome everyone – the neurodiverse, members of the LGBTQI+ community, all (legal working) ages, all ethnicities, all genders, parents, those from unconvential educational backgrounds, people with disability – because we believe both our work and our workplace are improved by diversity of thought and perspective, which can only truly come from diversity of culture and experience. Having said that, we also know we can't simply reap the benefits of diversity without reckoning with the inequities so often suffered by less represented communities. We work to be mindful of our biases, to incorporate proactive representation into our processes, and elevate marginalised voices in our work. It's a forever-ongoing–and–improving process – but it's non-negotiable when you're building an agency that's For The People.
Designed and built by For the People ©2025
Acknowledgement of Country
The For The People team are spread across the world – but the majority of us currently live on the land known most commonly today as “Australia”. This land has been home to designers, artists, storytellers and planners for tens-of-thousands of years – so our time contributing to these crafts constitutes only a near-infinitesimally small fraction of that history. It’s with profound admiration and deep respect, then, that we acknowledge Aboriginal and Torres Strait Islander peoples as the First Peoples of this country and extend that respect to Elders past and present. They shaped (and continue to shape) the history of this land, they cared for (and continue to care for) its natural environment, and they never ceded its sovereignty. It always was, and always will be, Aboriginal land.
Acknowledgement of Diversity
All fields are improved by diversity – but that's especially true for creativity. We welcome everyone – the neurodiverse, members of the LGBTQI+ community, all (legal working) ages, all ethnicities, all genders, parents, those from unconvential educational backgrounds, people with disability – because we believe both our work and our workplace are improved by diversity of thought and perspective, which can only truly come from diversity of culture and experience. Having said that, we also know we can't simply reap the benefits of diversity without reckoning with the inequities so often suffered by less represented communities. We work to be mindful of our biases, to incorporate proactive representation into our processes, and elevate marginalised voices in our work. It's a forever-ongoing–and–improving process – but it's non-negotiable when you're building an agency that's For The People.
Designed and built by For the People ©2025
Acknowledgement of Country
The For The People team are spread across the world – but the majority of us currently live on the land known most commonly today as “Australia”. This land has been home to designers, artists, storytellers and planners for tens-of-thousands of years – so our time contributing to these crafts constitutes only a near-infinitesimally small fraction of that history. It’s with profound admiration and deep respect, then, that we acknowledge Aboriginal and Torres Strait Islander peoples as the First Peoples of this country and extend that respect to Elders past and present. They shaped (and continue to shape) the history of this land, they cared for (and continue to care for) its natural environment, and they never ceded its sovereignty. It always was, and always will be, Aboriginal land.
Acknowledgement of Diversity