Ecotourism Australia (EA) is a not for profit, internationally recognized, membership-based organisation inspiring environmentally sustainable and culturally responsible tourism. After 30 years of successful operations, EA were seeking to review their strategic business positioning and brand identity to ensure it remained as the key authority of its domain. Fred&Co teamed up with one of Australia’s leading tourism consultants, The Destination Marketing Store (DMS) to jointly develop EA’s new brand positioning which is – EA is the next generation global thought leader for Ecotourism. With the strategic direction rubber-stamped, Fred&Co developed a completely new brand identity for EA.