Shire of Derby/West Kimberley

The Shire of Derby/West Kimberley wanted to engage their community through branding for their Strategic Community Plan. 

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Client Name
Shire of Derby/West Kimberley



About the client

The area known as the Shire of Derby/West Kimberley has a diverse Indigenous Australian heritage and is home to over 7,730 people living in 54 sites. Spanned across 118,560km2, Derby/West Kimberley boasts the Fitzroy River, the Devonian Reef, and the incredible Horizontal Waterfalls, among other spectacular natural wonders.

The Brief

The Shire of Derby/West Kimberley engaged with Market Creations Agency to create a brand document design, and promotional and communication materials for their Strategic Community Plan. With reviews required every ten years, the Shire was committed to reaching as many of its residents as possible, taking the opportunity to listen to their feedback to inform the 2021-2031 Strategic Community Plan. Accessible via their website, the document serves to summarise and communicate the Shire of Derby/West Kimberley's exciting new vision for the community. 


As a first step in creating the Strategic Community Plan, Market Creations Agency developed a logo style and guide to inform the document design and brand elements. The style guide serves as a framework for all internal and external communications, such as social media channels, ensuring a consistent, professional, and recognisable brand identity.

The logo variation serves to acknowledge the diverse Indigenous Australian heritage of the region by incorporating the word 'Marurri', meaning 'Embrace', suggested by an Indigenous Councillor at the beginning of the style guide process. This word is used throughout the West Kimberley, an area with a long history that predates European contact and is made up of a large number of language and cultural groups. 

Strategic Community Plan

Market Creations Agency collaborated with the Shire to develop their Strategic Community Plan which embodies the community's long-term vision, values, aspirations, and priorities. The document includes numerous professionally designed infographics to tell visual stories and communicate information in a compelling way. The Strategic Community Plan was converted into a digital flipping book to allow users to access the publication in a dynamic and user-friendly format. 

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The Outcome

The Strategic Community Plan was rolled out in January 2021, with a fantastic response from the community. Market Creations Agency worked with the Shire to create a range of promotional materials for community consultations workshops that led to the development of the Strategic Community Plan. The Shire of Derby/West Kimberley was thrilled with the outcome of the publication and has adopted the Strategic Community Plan logo across multiple communications assets.