City of Holdfast Bay – Jetty Rd

There’s more to love at Jetty Road Glenelg

The Opportunity

With more than 300 restaurants, cafés, bars, shops, services and entertainment options, all leading to Adelaide’s most famous beach and foreshore, Jetty Road Glenelg is an iconic main street precinct in South Australia.

To support a healthy business economy and ensure the precinct remains a premier destination into the future, the decision was made to reinvigorate Jetty Road’s positioning through a new brand look and feel.

It was important to showcase the vibrant, welcoming atmosphere of Jetty Road Glenelg and elevate its diverse mix of hospitality, retail, lifestyle, entertainment, and convenience, while being flexible to apply to an ever-evolving suite of physical and digital assets.

The new look and feel also needed to work harmoniously with existing branded council assets, complementing the established identities while carving a unique, recognisable position for Glenelg’s main street. Accessibility was also a consideration to ensure council continues to meet its commitment to inclusivity in all that it does.

Our Approach

A comprehensive brand workshop uncovered the critical elements of success for the new Jetty Road Glenelg look and feel.

Home to loyal locals, a getaway destination for families, a fashionable social life for foodies and night owls, an entertainment and cultural destination fitting of the festival state, we carefully unpacked what Jetty Road means to key personas, to ensure visual and written messaging would hit all the marks.

Our insights, which were captured in a brand strategy, centred around the fact that many destinations boast some of the offerings of hospitality, retail, lifestyle, entertainment, and convenience, but few can claim them all. Jetty Road Glenelg does – and more due to its beautiful seaside location.

The Outcome

Jetty Road Glenelg’s new brand look and feel features a series of bespoke linear illustrations and a dynamic colour palette that reflect the eclectic personality of Jetty Road Glenelg and provide the perfect vehicle to showcase the diversity on offer.

It’s fun, adventurous, and beautiful with a nod to classic vintage design traditions.

The brand can be deconstructed and applied to individual assets, whilst comfortably sitting alongside the existing tourism and event branding of the council area.

Among the initial assets delivered were: