Brand by: Craeg Bennett
The LSD is already our states marine faunal emblem, divers already come from around the world to see this truly exotic and mystical little sea creature. We should take full advantage of this by expanding the brand to encompass all the other great things about South Australia.
Seeing the Leafy Logo should illicit an immediate response from those looking for the best in South Australian experiences, and not just coastal ones. The Leafy can easily be something people associate with a good time, with great places, with a vibrant state.
The Leafy Sea Dragon is an absolute no-brainer when it comes to positive stand alone symbols for the State. Dragons just are. Dragons are just awesome. They don’t carry any past or present loadings from other State promotions. They are uniquely South Australian having been formally recognised as ‘ours’.
‘Leafie’ should be a figurehead for the entire state, easily spotted and recognised by anyone looking for it. If we are clever about embedding the Dragon into people’s minds early on in any exposure to South Australia, the message of good times with good people will carry well.
This is about creating an enduring and timeless brand for South Australia, not something to discard at the end of the season.
To view South Australia The Leafy Sea Dragon State and to vote for Craeg please click here: http://www.youtube.com/watch?v=5knAmwIcyT8&feature=youtu.be