Client
Sunshine Coast Council, Heritage Division
Overview
Develop a marketing campaign to attract new volunteers to the region’s Heritage Venues, highlighting the social and community benefits of getting involved.
Client
Sunshine Coast Council, Heritage Division
Industry
Public Venue Volunteers
Service
Campaign Development
CX Design
Social Media
The Challenge
The Regional Heritage Division approached us with a sketched concept and proposed content from a local university competition. While the tagline was strong, the theatre-themed design itself had limited appeal across the diverse volunteer groups—which included Museums, Historical Societies, and First Nations organisations. The core objective was to reverse declining volunteer numbers by emphasising the connections, purpose, and fulfilment that come with being a heritage volunteer. The target audience was primarily 45+ and retired individuals looking for meaningful social engagement.
The Solution
Initially developing a layout based on the provided ‘theatre’ theme we received mixed feedback from stakeholders. To broaden its impact, I proposed a vibrant, adaptable alternative—retaining the original tagline but shifting the focus to the individual volunteer experience. The new design featured bold geometric shapes, symbolising that there’s a perfect role for everyone—“a round hole for every round peg.” Movement and energy were key themes, reinforcing the idea of staying active and engaged, no matter one’s background. The result was a visually striking and flexible identity, seamlessly guiding potential volunteers from first exposure to the signup process. This approach became the foundation for all volunteer recruitment materials moving forward.
The Result
Originally designed for Heritage Volunteer groups, the campaign quickly expanded to include Libraries, Art Galleries, Council initiatives, and Event Volunteering. The fresh, modern design led to a significant increase in volunteer enquiries and signups, with engagement tracked via QR codes and URL redirects. This data helped refine audience targeting and optimise social media outreach using real volunteer stories. The campaign’s success even inspired the Heritage Division to update their entire visual identity, moving away from their traditional sepia-toned aesthetic to a modern, colorful look—starting with a tourism guide covering 39 Museums, Heritage Walks, and First Nations attractions across four regions.
