THE BRIEF
Create a bold and globally relevant brand story and identity to excite the golfing world about its next big destination - the iconically rugged cliffs of Kangaroo Island.
South Australia’s Kangaroo Island has always been known for its iconic scenery. Wind-swept cliffs that clash with raging seas; sand dunes as far as the eye can see and … yes, kangaroos. But, in 2021, Fuller was approached to develop a new brand visual identity and story for something very different that was coming to the island.
The Cliffs Kangaroo Island is a $20 million destination golf course soaking in breathtaking views atop 500 million year old cliffs overlooking the Southern Ocean.
With world-renowned course designer Darius Oliver leading its design to “create something globally unique” and an all-Australian dream team in charge, The Cliffs Kangaroo Island came to Fuller with its clubs set firmly on becoming Australia’s next world class tourism attraction.
“The Cliffs Kangaroo Island will put South Australia on the map as a golfing destination and add to the already amazing experience of visiting Kangaroo Island,” CEO of the Seafront Group Sam Atkins has said about the project at the time of establishment.
In addition to the world-class course, the site now also plays host to a luxurious clubhouse boasting four, 6-star suites designed to make the most of the expansive ocean and island views as well as a pro shop, restaurant, lounge, sports bar and green space for outdoor entertaining.
Positioned as one of the greatest golf sites anywhere in the world, The Cliffs Kangaroo Island sought a brand look and feel that exuded elegance and dynamism.
Brand
Working closely with The Cliffs team, we crafted a timeless and sophisticated brand identity inspired by the enduring cliffs, with an iconic kangaroo logo embodying strength and resilience.
The logo incorporates a chiselled kangaroo in a bold and confident pose, serving as a clear tie to the island’s name and an appealing symbol for an international audience.
Colours
Canela was selected as the primary typeface for its refined sophistication, aligning with the golf course’s premium status. This was paired with the geometric Cera for its clear and legible tone, ensuring a timeless and classic aesthetic.
Typography
The colour palette features a rich and deep Royal Navy, contrasted by warm tones drawn from the natural limestone cliffs. A bright blue hue, inspired by the vibrant plumage of native Blue Wrens adds a dynamic sporting touch - used to create focal points and highlights throughout the brand materials.
Brand Story
The brand story leant into the idea of the course becoming “one of the world’s great golf pilgrimages”, highlighting its “remote, wild and isolated” location as the perfect opportunity to not only take part in a challenging cliff-top links course, but to engage with Australia’s unique wildlife, environment and indigenous culture.
“Unlike anywhere else on earth, The Cliffs Kangaroo Island is one of the world’s great golf pilgrimages.
Set atop 500 million year old cliffs overlooking the Southern Ocean, the unequivocal Australian setting makes it a ‘bucket-list’ destination links course, combining world-class golf with a unique island experience.
With an architecturally bold, environmentally conscious clubhouse resting harmoniously amongst native grasses and vegetation, The Cliffs fairways weave effortlessly between rolling sand dunes and the edge of the world.
Attack the precision approaches and read the manicured greens, but don’t be surprised if you get a sense you’re being watched … our locals have been known to stare from the rough.
Whether it’s kangaroos or wallabies, echidnas or koalas – when you’re playing at The Cliffs Kangaroo Island, meeting the locals is an inevitable, wondrous experience. And when your round is over, retreat to the clubhouse, kick off your shoes and embrace the feeling of a cold drink in your hand and the sun setting on your back.
Your unforgettable day is about to transform into an unbelievable night, where indulging in the finest local culinary offerings is a must and star gazing is unmissable … After all, you’re on island time.
Coveted by pro-golfers and golfing enthusiasts across the globe, The Cliffs Kangaroo Island offers a world-class links golf experience like no other.
Are you ready to conquer The Cliffs?”
Brand Launch
In 2022 Fuller was asked to assist in a launch event for the official first ground breaking.
From PR to videography, photography, aerial footage and merchandise, the team at Fuller brought the to-be-constructed golf course to life for government officials, international golf stars and locals alike.
Since its inception, Fuller partnered with The Cliffs Kangaroo Island to develop a versatile brand that could be applied throughout the entire project - from a placeholder website and launch event, to signage, wayfinding, marketing materials and eventually merchandise.
