Kiama NSW: Independent Local Guide Brand

Kiama NSW is an independent local guide dedicated to showcasing the best of Kiama and the surrounding South Coast, from food, coffee and nature to community stories, slow living and everyday local life.

When Kiama NSW engaged Leverage Digital, the brand already had momentum and a growing audience, but needed a clearer strategy, consistent visual language, and a long-term content framework to support sustainable growth across social media and web.

The objective was to build a platform that felt authentic, calm and trustworthy rather than touristy or too curated, while positioning Kiama NSW as a go-to local reference point for both residents and visitors.

Defining the Direction

The project began with a strategic deep dive into the purpose of the brand, audience expectations, and long-term goals.

We focused on:

  • Clarifying the role of Kiama NSW as an independent guide

  • Establishing clear content pillars

  • Developing a recognisable visual and editorial style

  • Creating a platform that could scale beyond social media

From this, a clear brand direction and content strategy emerged.

Brand & Social Media Style

We developed a cohesive brand and social media framework designed to feel grounded, local and human.

Tone of Voice

  • Conversational, warm and observational

  • Informed without being authoritative

  • Local, reflective and community-driven

Visual Direction

  • Natural, coastal colour palette

  • Emphasis on candid photography, videos, and everyday moments

  • Consistent framing, pacing and visual rhythm across posts

Content Pillars

  • Local food, coffee, community and small businesses

  • Nature, walks, playgrounds, parks and outdoor spaces

  • Slow living and seasonal moments

  • Practical local knowledge

Website Build: From Social Presence to Digital Home

To support long-term growth, we designed and built the kiamansw.com.au website as a central hub for content.

The website was structured to:

  • Extend storytelling beyond social media

  • Improve discoverability via SEO

  • House evergreen local content

  • Support future monetisation opportunities

Key Website Focus Areas

  • Clear, intuitive structure

  • Calm, readable layouts

  • Long-form local guides and features

  • Mobile-first optimisation

  • SEO-ready page structure and content

The site complements the Instagram presence while standing confidently on its own.

The Outcome

Kiama NSW now operates as a cohesive brand across platforms with a strong visual identity, consistent voice, and a clear purpose. The combination of social media and website allows the brand to engage audiences daily while building long-term value through evergreen content.

The result is a platform that feels genuinely local, trusted, and distinctive, with the foundations in place to grow alongside the community it represents.

Services

Brand direction & strategy

Tone of voice development

Social media style framework

Content pillars & planning

Website build (structure, design, copywriting, SEO-ready setup)

Previous

Compass Home Care