Lancelin South, Western Australia.

Paradise within reach.

Located 90 minutes north of Perth and covering over 675 Hectares, Lancelin South is one of the Western Australian Government’s most significant new coastal growth centres. Developer VIMG appointed Rare for the strategic place naming and brand development to bring their vision for this coastal precinct to life, transforming Lancelin South into Perth’s most desirable northern coastal playground. The place brand needed to capture both the astonishing beauty and allure of Lancelin’s natural environment and provide a platform for community building, investment and tourism growth.


VIMG Australia




Brand Identity
Brand Strategy
Environments & Wayfinding

Lancelin South
Lancelin South

Our campaign theme, “An experience for the senses”, was brought to life by the incredible sights, sounds and tastes of this unspoilt coastal paradise.

Lancelin South
Lancelin South
Lancelin South

From the miles of pure white sands and turquoise waters to dolphin pods and sunsets over the Indian Ocean, the campaign celebrated this immersive environment.

Lancelin South