We began our design process through stakeholder and community consultation, engaging many community groups, with representation from disability
advocates, school students, lifelong Rosebud residents, Indigenous leaders and other key stakeholders. This process helped us to understand the unique character of the community and their aspirations for the brand – ensuring we captured and reflected the Mornington Peninsula Shire and everyone who forms part of its community.
Through consultation we uncovered what was important to the community. In addition to the health benefits that would come from improved access to aquatic facilities, this process revealed the desire for the brand to feel calm, inclusive and truly welcoming of everyone. It also highlighted the need for the brand to be strongly connected to place – and its intrinsic link to 40,000 years of local indigenous culture. The shared vision was a brand which would generate an emotional connection between the community and the centre.
Naming of the facility represented a huge opportunity for the brand. We led a collaborative and inclusive naming process, including community suggestions, input from the local Land Council and recommendations from an expert naming panel. Ultimately the name ‘Yawa’ was chosen – a simple name with deep meaning and significance as it means ‘to swim’ in the local language of the Bunurong/Boon Wurrung people.
We developed a flexible brand language to accommodate the vast range of communication needs that the centre is likely to need. An interactive style guide provided the Mornington Peninsula Shire Council and operator Belgravia Leisure with the tools to implement the brand across their landmark facility.