City of Mandurah Asset Library
Building a flexible visual content library for one of Western Australia’s fastest-evolving coastal cities.
The City of Mandurah needed a fresh, high-quality photo and video asset library that could support the full range of its communications — from tourism and lifestyle marketing through to community services, economic development, environmental initiatives, events, accessibility, recreation, marinas, libraries, waste services and stakeholder engagement.
The challenge was not simply to capture beautiful imagery of Mandurah. The City needed a practical, reusable bank of visual assets that could serve multiple departments, campaigns and communication needs over time.
Overland Media worked with the City of Mandurah to create a broad visual asset library showcasing the people, places, services, lifestyle and natural environments that make up the city.
The content was designed to give the City consistent, professional and flexible imagery across website updates, social media, paid campaigns, visitor guides, reports, presentations, media releases, signage, print collateral, stakeholder packs, internal communications and future marketing activity.
The Business Problem
The City of Mandurah communicates across a wide range of services, audiences and priorities.
One week the focus might be tourism, events and destination marketing. The next, it could be libraries, waste education, community programs, environmental initiatives, sport and recreation, accessibility, local businesses, economic development or stakeholder reporting.
To do this effectively, the City needed a fresh, consistent and high-quality library of photo and video assets that could represent Mandurah accurately across all of these touchpoints.
The problem was that relying on outdated imagery, inconsistent visuals or limited campaign-specific content makes it harder to communicate with impact.
The City needed visual assets that could help:
Promote Mandurah as a tourism and lifestyle destination
Support economic development and investment attraction
Showcase community services, facilities and programs
Capture beaches, waterways, marinas, parks and natural environments
Highlight accessibility, inclusion and local community life
Support event promotion and future campaign activity
Provide consistent imagery across multiple City departments
Reduce the need for one-off content creation every time a communication need came up
This was not about creating a single campaign. It was about building visual infrastructure the City could use for years.
The Strategic Approach
The strategic approach was to build a flexible content library that could work across the entire City of Mandurah brand.
That meant thinking beyond “nice destination shots” and capturing the full story of the city — its lifestyle, services, community, businesses, facilities, environment and visitor experiences.
The asset library needed to serve multiple communication goals at once:
Tourism and destination marketing
Showcase Mandurah’s beaches, waterways, marinas, wildlife, events, hospitality, lifestyle and visitor experiences.
Community communication
Create imagery that reflects real people using local services, facilities, libraries, gyms, parks and public spaces.
Economic development
Support messaging around Mandurah as a place to visit, invest, work, live and do business.
Council services and stakeholder content
Give internal teams practical assets for reports, presentations, campaigns, signage, media releases and community updates.
Long-term consistency
Build a bank of content that could be used across multiple years, departments and platforms while keeping the City’s communications visually aligned.
The aim was to create content that felt polished enough for campaigns but practical enough for everyday council communications.
The Execution
Overland Media captured a broad range of photo and video assets across Mandurah, covering the city’s lifestyle, services, tourism offering, community spaces and natural environments.
The production included lifestyle photography, tourism imagery, drone content, waterways, beaches, marinas, families, local businesses, hospitality, arts and culture, council facilities, community services, libraries, gyms, parks, environmental areas, accessibility-focused imagery and campaign-ready video assets.
The asset library covered areas such as:
Beaches and waterways
Marinas and boating lifestyle
Tourism experiences
Local businesses and hospitality
Families and community life
Libraries and community facilities
Gyms, sport and recreation
Waste and council services
Environmental initiatives
Accessibility and inclusion
Events and public spaces
Arts, culture and lifestyle
Drone imagery
Social media and campaign assets
Website and print-ready imagery
The content was created with flexibility in mind, ensuring the City had assets that could be cropped, repurposed and adapted across digital, print, social, campaign and stakeholder formats.
Instead of creating one set of assets for one campaign, the project created a long-term content bank that multiple teams could draw from whenever they needed high-quality visual material.
The Outcome & ROI
The City of Mandurah asset library gave the organisation a consistent, professional and flexible bank of imagery and video content that could support communications across multiple departments and campaigns.
The outcomes included:
Fresh, high-quality imagery across City services and destination marketing
Improved visual consistency across council communications
Reduced reliance on outdated, inconsistent or one-off imagery
Stronger tourism and lifestyle promotion
Better support for economic development material
Practical assets for website, social media, paid ads and print collateral
Visual content for reports, presentations, stakeholder packs and media releases
Reusable content that continued to provide value for years
A stronger visual identity for Mandurah as a place to visit, live, work and invest
The result was more than a photo library. It was a strategic communication resource.
Overland Media helped the City of Mandurah build a long-term visual asset library that could support tourism promotion, community engagement, economic development and everyday council communication — giving internal teams the content they needed to communicate Mandurah clearly and consistently.