Stawell Place Branding


Why do we need a story?

Stawell is an important destination in the Northern Grampians region, but the lack of a strong brand story means that the experiences and environment that we have on offer are not always noticed. 

The aim of this project is to develop a distinct identity for Stawell, value propositions and an authentic and compelling brand story. By developing these, the individual qualities of the town and its surrounds will provide visitors and locals with the awareness and inspiration to appreciate, celebrate and build upon the unique tourism value that Stawell has to offer. 

This project should also offer the opportunity to develop and align promotion alongside the Northern Grampians and Grampians as a whole.

Project Considerations

Council wants to ensure that the work we do offers both longevity and flexibility for the future growth of Stawell and the wider Northern Grampians region. In order to achieve this, we must look beyond what Stawell can offer today and consider all future possibilities. 

As a sub-region of the Grampians, it is important to consider how the Stawell brand connects to and evolves alongside the story being told by Visit Grampians, both strategically and visually. Any potential audience should have a smooth and clear experience when learning about Stawell in the context of the broader region.

Community Engagement

Community Engagement carried out to date:

Tuesday, 29 November 2022 - Discovery Workshop

Tuesday, 20 December 2022 - Brand Positioning Presentation and Community Engagement 

Wednesday, 15 February, to Wednesday, 15 March 2023 - Brand Concept Community Consultation 




Step 1.Planning - Project Kick Off

October 2022

Step 2.Discovery - Audit and Insights

October - November 2022

Step 3.Brand Positioning - Community Engagement Discovery Workshop

November 2022

Step 4.Brand Positioning Presentation and Community Engagement 

November - December 2022

Step 5.Brand Identity Development

January - February 2023

Step 6.Brand Identity Concept Community Consultation

February - March 2023

Step 7.Brand Finalisation and Delivery of Brand Toolkit

April - May 2023


Project Objectives

  • Increase destination awareness of Stawell through quality communication and the development of a unique place brand
  • Showcase the unique offering in Stawell
  • Improve the region's digital presence
  • Drive visitation all year round and extend length of stay
  • Increase dispersal around the region
  • Increase revenue from the visitor economy in local towns
  • Create a sense of pride for the community and business owners




The Stawell Structure Plan sets out a long-term vision for the township and provides a roadmap to guide the future planning of the area over the next 20 to 30 years. The plan establishes a framework and outlines key directions and opportunities for change to foster the future growth and development of the township.

Stawell has significant tourism strengths. Regional tourism projects such as the Peaks Trail in the Grampians, which is being promoted as one of Victoria’s four iconic long-distance footpaths, will bring more visitors to the area. The Stawell Gift is at the heart of Stawell’s identity and brings thousands of visitors to the town each year. The Stawell Underground Physics Lab (SUPL), Australia's first underground dark matter lab, will add another unique offering and plans to provide a dark matter information centre in the middle of town.

The expansion of visitor services, accommodation, cultural events, and things that celebrate the many unique qualities of Stawell will be a priority when harnessing the opportunities presented by Stawell’s tourism advantage.

A number of key strategies and strategic sites have been identified to help support this, such as establishing a gateway feature and information hub at the intersection of Seaby Street and the Western Highway, to draw visitors into town, and upgrading Federation Park as a key stopover point for visitors.

An entrance at Federation Park would increase exposure and accessibility for the 11km disused trail linking Stawell to Heatherlie Quarry at the base of the Grampians, with potential for a future link to Halls Gap. 

The Stawell Action Plan project also aligns with the Economic Development Strategy and Action Plan 2021-31 which outlines that with a well-planned local tourism strategy, a high-quality visitor experience can significantly benefit the local economy.   

The Council Plan 2021-25 action to Deliver a Stawell Tourism Action Plan covers this work.

Between December 2021 and April 2022, council worked with the community of Stawell to deliver 10-year Tourism Strategies and Action Plans.

In July 2022 council adopted the Stawell Strategy and Action Plan. 



What is a place brand?

A place brand incorporates the identity of our individual communities, who we are and our unique stories.

It is the value people get from the town; functionally, emotionally and socially.

It offers an opportunity to associate a feeling with a place.

A strong place brand applied across our tourism industry increases the chances of travelers choosing our region over others for their next holiday, attracting them to stay longer, experience more and return again.

It is different to the corporate branding of the organisation who manage/promote the brand.