A new focus for a unique brand

Underpinned by a vision to be NSW’s most desirable caravan and camping destination, Reflections Holiday Parks is switched on to the needs of today’s travellers. But, there was a bigger opportunity to deliver something better for customers. A new brand strategy to help define their vision, values, personality, tone of voice and a refreshed visual identity, was required.


Reflections Holiday Parks


Research, strategy, creative concept and branding, graphic design.



Reflections Holiday Parks - Brand Strategy - Nature Never Felt So Good


Based on a solid platform of insight we worked to establish the brand strategy. Underpinned by the brand idea of ‘Nature Never Felt So Good’, we developed a creative platform to express the brand in a fresh and exciting way.

Every brand touch point complements and respects the importance of nature for the brand – from key visuals to key messages.

Retaining the existing logo, we introduced a human, nature-inspired type and graphic language to create a unified visual identity.

Familiar to the existing core customer base, the existing colour palette was matched to a new photographic style. Meanwhile the brand language disposed of jargon to communicate new key messages in an easy and expert way, making customers feel inspired and connected.

Reflections Holiday Parks - Brand Strategy - Brand Book
Reflections Holiday Parks - Brand Strategy - Website


stunning locations

$70 million

direct economic value to NSW


brand recall target by 2028


more back into capital than the industry average

Reflections Holiday Parks - Brand Strategy - Brand Book


The new brand strategy sets the business up for an exciting future. As the brand agency of choice for Reflections Holiday Parks’, we will be rolling out the strategy across digital and print assets over the next 12 months.

Reflections Holiday Parks - Brand Strategy - Brand Book
Reflections Holiday Parks - Brand Strategy - Billboard

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