Freycinet Experience Walk Brand identity

Friendly Beaches Lodge was the recipient of the RAIA’s inaugural award for sustainable architecture. Designed by Ken Latona in the early 90s, it remains one of Tasmania’s premier eco-tourism destinations and is still owned and managed by its founder Joan Masterman.


Prospective lodge visitors are lured by a new clarion call, Come to your senses which informs all communications. 

The core of Envelope’s brand strategy distils lodge offerings into five topics – destination, lodge, walk, people, food. Cate Rayson’s copy writing explains each while ensuring optimal search engine results.

A stunning image library, distilled from an existing client collection of more than 5000 photographs, reveals a new mascot in the form of the little crested tern. Used across physical and digital communications its illustration technique harks back to an earlier time of pen and ink rendering. 

The website’s responsive design architecture maximises the user experience on mobiles, tablets and desktops. Brought to life by The Mighty Wonton using a WordPress content management system, client autonomy over content ensures updates are efficient and cost-effective. A range of colours delineate clear information hierarchies, ensuring visitors are well informed about the unique offering.

Reflecting the lodge’s focus on the environment, physical marketing materials are kept to a minimum. Practical merchandising such as water bottles and t-shirts helps spread the message. Targeted print advertising broadens Freycinet Experience Walk’s reach.

Brand strategy
Brand identity

We also developed a brand identity and website for Handmark gallery.