people’s park coral bay
A coastal icon
reborn.
An ageing brand for one of WA’s most beloved holiday destinations. A decade-old website. And a visual identity that no longer matched the experience on offer. We rebuilt it — from the ground up.
Client
People’s Park Coral Bay
Sector
Tourism & Hospitality, Holiday Parks
Services delivered
Market
Western Australia
Project Overview
Bringing a beloved park
back to life.
People's Park sits at the heart of Coral Bay — one of Western Australia's most extraordinary coastal destinations, known worldwide for its turquoise waters, reef snorkelling, and the manta rays that visit its shores.
The park had built genuine goodwill with guests over many years. But its brand had quietly fallen a decade behind the experience it was actually delivering. The brief was clear: modernise the identity in a way that captured the authentic spirit of Coral Bay — the colours, the light, the wildlife — without losing the warmth that made the park feel like a home away from home.
- A brand identity that captures the colour and character of Coral Bay — modern, distinctive, and authentically WA
- A complete website rebuild: responsive, fully integrated with booking and POS systems, built to convert
- End-to-end signage rollout — over 100 signs replaced across the entire park at launch
People's Park Coral Bay — New Brand Identity System
Our Process
From concept
to coastline.
Logo Design & Visual Identity
The new identity was built around two authentic elements of Coral Bay: the colour of its world-famous water, and the manta rays that visit its shores. The resulting logo marries a contemporary wordmark with a stylised ray illustration — immediately recognisable, distinctly local, and built to scale across every application.
- Logo concept development grounded in the natural environment and guest experience of Coral Bay
- Colour palette drawn directly from the teal, turquoise, and aqua tones of the reef — distinctive and ownable
- Visual identity system developed for application across digital, print, and physical signage environments
- Brand guidelines to ensure consistent implementation across all future touchpoints
A Modern Digital Presence Built to Convert
The old website had served its time — but a decade in web years is several lifetimes. The new site was designed and built from scratch to meet the expectations of today's travellers: fully responsive, and integrated with the booking and operational systems the park relies on.
- Full responsive rebuild — optimised experience across desktop, tablet, and mobile
- Direct integration with POS booking software — seamless, real-time availability and reservation
- Live TripAdvisor review feed to surface authentic guest social proof at the point of decision
- User experience designed around the traveller journey — discovery, consideration, and conversion
Brand Rollout Across the Park
A brand that only lives in digital channels isn't fully realised. For People's Park, the physical environment was just as important as the digital one — guests needed to experience the new identity the moment they arrived and throughout their entire stay.
- Comprehensive signage audit and replacement program — 100+ signs across the full park
- Wayfinding, amenity, information, and identity signage all updated to the new brand standards
- Coordination of production and installation to ensure a clean, simultaneous brand launch
Results & Outcomes
The brand working
hard.
A rebrand isn't just an aesthetic exercise. At People's Park, every element was designed to do a specific job — attract the right guests, build confidence in the booking process, and create an environment that delivered on the brand promise from the moment guests arrived.
- →A visual identity immediately recognisable as Coral Bay — and distinctly theirs
- →A website built to convert, not just inform — with booking integrated from day one
- →Physical brand consistency across the property at launch — no phased rollout
- →A brand platform built to support future growth and evolve with the business
Complete identity rebuilt from the ground up — rooted in place and built to last.
Desktop, tablet, and mobile — a fully responsive site built for how guests actually book.
Replaced across the park — brand consistency delivered at every physical touchpoint.
"The challenge with any beloved destination brand is that you can't just modernise it — you have to honour what people already love about it. The manta ray and the colours of that reef were the brief. Everything else followed from that truth."
Jarrod Greenwood — Founder & Director, Sixteen By Nine
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