The Straddie
Stradbroke Island has belonged to its community for a long time. A renovation doesn't change that. Getting the brand wrong does. Full naming, identity, interior direction, tone of voice and launch for The Straddie.
The Straddie
Stradbroke Island has belonged to its community for a long time. A renovation doesn't change that. Getting the brand wrong does. Full naming, identity, interior direction, tone of voice and launch for The Straddie.
Stradbroke Island has belonged to its community for a long time. A renovation doesn’t change that. Getting the brand wrong does.
When The Straddie underwent a full-scale transformation, the stakes were higher than a new fit-out. North Stradbroke Island has a character that cannot be manufactured, raw, coastal, unhurried, genuinely local. The venue needed to honour that while giving a new audience a reason to seek it out. Get it wrong and you lose both groups.
We shaped the complete brand world: naming, visual identity, interior concept direction, tone of voice, and the launch communications programme that introduced the venue to a wider audience while deepening its connection to the community that had always claimed it. Every decision was tested against the same question: does this feel like it belongs to the island?
The community that was there before the renovation still claims it. The new audience found something genuine when they arrived. That’s what good brand work does, it doesn’t replace a place’s identity. It makes it legible to people who weren’t there yet.
Stradbroke Island has belonged to its community for a long time. A renovation doesn’t change that. Getting the brand wrong does.
When The Straddie underwent a full-scale transformation, the stakes were higher than a new fit-out. North Stradbroke Island has a character that cannot be manufactured, raw, coastal, unhurried, genuinely local. The venue needed to honour that while giving a new audience a reason to seek it out. Get it wrong and you lose both groups.
We shaped the complete brand world: naming, visual identity, interior concept direction, tone of voice, and the launch communications programme that introduced the venue to a wider audience while deepening its connection to the community that had always claimed it. Every decision was tested against the same question: does this feel like it belongs to the island?
The community that was there before the renovation still claims it. The new audience found something genuine when they arrived. That’s what good brand work does, it doesn’t replace a place’s identity. It makes it legible to people who weren’t there yet.
