A brand refresh for a home with history on the Darling Downs


January 21, 2022


If you head out west from Brisbane two hours to Toowoomba, and then take the road north about 20 minutes past Dalby, you’ll end up at Jimbour – a heritage-listed homestead on one of the earliest stations established on the Darling Downs.  

The Jimbour residence and gardens have served as a significant landmark for the region for over a century. But in that time, Jimbour’s presence in the community, the events the property hosts and the services the brand provides have changed. 

That’s why the owners of the property decided to refresh the Jimbour brand for the next chapter of their story. 

Bringing the brand into the 21st century  

Jimbour’s owners engaged The Content Division to work on a brand restructure, website and marketing strategy for Jimbour moving forward. 

We worked with them to identify the objectives of the brand restructure and develop a number of concepts to help move the brand forward. For example, the Jimbour logo was refreshed with a custom-made typeface to reflect that the brand has grown beyond Jimbour House, and now includes beef, wine and events. 

Jimbour re brand

While the Jimbour residence no longer features in the logo, it will continue to be part of the brand moving forward, as one of a number of hand-drawn illustrations deployed across the brand’s assets. 

We helped to execute the rebrand by developing a new website and rolling out visual guides for social media and collateral. The website development included a complete rebuild, from information architecture and concepts to development and publishing. 

TCD also assisted with copywriting, user interface design, and the development of custom modules for booking forms and content display. 

We’ve since developed a comprehensive marketing strategy for the property, which is being executed by Jimbour’s empowered in-house team.  

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