Building the brand behind Brisbane’s new commercial marina.
Colmslie Wharves is a purpose-built commercial marina on the Brisbane River at Morningside, approximately nine kilometres from the CBD.
Designed to provide much-needed permanent berthing and operational infrastructure for tourism, charter and commercial vessels, the marina accommodates 50 vessels and provide access to essential services including power, water, provisioning and waste pump-out facilities.
Colmslie Wharves is expected to support more than $100 million in additional economic activity each year, attract approximately 110,000 additional visitors and support around 337 tourism jobs.
Creating a new brand for a new category of marine infrastructure.
While Brisbane’s river and Moreton Bay are major tourism assets, the city has historically lacked the permanent commercial marina infrastructure needed to support operators wanting to establish, expand and invest in new experiences.
Plural was engaged to create a brand and communications platform for Colmslie Wharves from the ground up, positioning the project not simply as somewhere to berth a vessel, but as an important piece of enabling infrastructure for Brisbane’s growing marine tourism economy.
The brand also needed to work across very different audiences, from commercial vessel operators and prospective berthholders to government, tourism stakeholders, media and the broader business community.
The Plural solution.
 Public Relations |
Website content Media relations |
 Branding |
Brand Strategy Brand Identity Positioning Brand Guidelines |
 Design & Creative |
Imagery Stationery Information Memorandum (IM) Iconography Custom Accompanying Graphics |
 Digital Marketing |
Integrations & automations |
 SEO |
Website SEO |
 Website Design & Development |
Information architecture (IA) Website development User experience (UX) User interface (UI) Analytics integration |
The Plural solution.
Building the brand
Plural developed the Colmslie Wharves brand and visual identity, creating a contemporary marine brand capable of working across corporate, commercial and tourism environments.
The positioning established Colmslie Wharves as the operational backbone for a new generation of Brisbane River and Moreton Bay experiences, providing the permanent berthing and supporting infrastructure commercial operators need to invest and grow.
This strategic foundation informed everything that followed, from the website and Information Memorandum to media relations, LinkedIn and ongoing content.
Creating the digital presence
Plural designed and developed the Colmslie Wharves website, establishing the project’s primary digital platform and creating all website content.
The website was structured to clearly explain both the commercial opportunity for potential berthholders and the broader role of the marina in Brisbane’s evolving river and marine tourism landscape.
As construction progressed, Plural introduced regular website news to document major milestones, showcase the marina’s capabilities and build a growing body of authoritative content around the project and Brisbane’s marine tourism sector.
After project approval, the website was substantially revamped from a stakeholder communications site to become the primary operating platform for the business to lease the berths.
Taking Colmslie Wharves to market
For prospective berthholders, Plural developed a comprehensive Information Memorandum bringing together the commercial proposition, marina facilities, location advantages and wider market opportunity in a professionally designed sales document.
The Information Memorandum translated the new brand into a practical business development tool, giving the Colmslie Wharves team a compelling way to present the opportunity directly to commercial marine operators.
Building awareness and authority
Plural developed and launched the Colmslie Wharves LinkedIn presence and continues to manage the channel, providing a platform to communicate directly with marine, tourism, business and government audiences.
An ongoing media relations and content program has supported the project through key milestones, from the initial announcement and start of construction to progress updates and the marina’s emerging role within Brisbane’s tourism infrastructure.
Rather than treating each channel separately, content is developed to work across media, website and LinkedIn, building a consistent narrative around Colmslie Wharves and the opportunity it creates for Brisbane.
The results.
Colmslie Wharves has progressed from a new development with no established market presence to a distinctive and increasingly recognised commercial marine brand.
Plural has created a complete communications ecosystem around the project, spanning brand, digital, sales collateral, earned media and owned content.
Distinctive brand: An identity and positioning give Colmslie Wharves a professional presence suited to commercial operators, government, tourism and industry stakeholders.
Clear commercial proposition: The website and Information Memorandum translate a complex infrastructure project into a compelling proposition for prospective berthholders and other stakeholders.
Growing industry profile: Media relations, LinkedIn and ongoing content have established a consistent presence for Colmslie Wharves as construction advances towards operation.
A platform for the future: The brand and communications infrastructure are designed to grow with Colmslie Wharves as it moves from development and berthholder acquisition into an operating marina supporting Brisbane’s river and marine tourism economy.
