Forging new paths...

Joan Masterman OAM and Ken Latona were pioneers of eco-tourism in Tasmania establishing “Cradle Huts Walk” in the late 80s. Five years later they co-founded the Friendly Beaches Lodge with a design that received the RAIA’s inaugural award for sustainable architecture. It became known as the “invisible lodge” because it was so sensitively integrated into the surrounding landscape. Fast forward several successful decades and Joan’s existing website and brand identity did not do justice to the unique experience.

As a small child in Tasmania, Ty had enjoyed annual family trips to Coles Bay. Joan’s invitation to walk the Freycinet Peninsula over three days, retreating to intimate dinners of local produce and wines provides the perfect research opportunity. Friendly Beaches gives witness to little Crested Terns skipping along the crest of the waves. An audit of Joan’s historical archives reveals a “National Geographic” quality photograph of one of these delightful birds. The brief for a new logo was cemented. The resulting illustration technique speaks beautifully to the handmade qualities of just about every aspect of the Friendly Beaches Lodge.

A perfect place...

No internet. No phone reception. No mains electricity. Prospective visitors are lured by the clarion call, “Come to your senses”. Here is the perfect place for a digital detox.

The communication strategy distils lodge offerings into five topics – destination, lodge, walk, people, food. Cate Rayson creates an engaging story infused with their individual qualities all while optimising search engine results.

Taking time to read...

In a world where time seems to be speeding up, taking the time to read is becoming pure luxury. This website has an inviting editorial approach, rich in location photography, engaging and encouraging visitors to explore everything this pristine environment has to offer.

Feel the difference...

A souvenir envelope provides guests with a selection of postcards, maps and details of their itinerary. The perfect keepsake of an unforgettable experience.

Spread the news...

Physical marketing materials are kept to a minimum to reduce the impact on the environment. Non-disposable merchandise such as water bottles and t-shirts spread the message far and wide. Targeted print advertising and a branded vehicle fleet broadens Freycinet Experience Walk’s reach even further.