CHALLENGE

To distil a single Gunnedah essence that reflected the people, faces and places it represents and the potential visitors it wishes to attract. The strategy should be relevant; respect the past and set a vision for the future.It should in still a sense of community pride and be flexible across Economic,Community and Tourism sectors.

METHODOLOGY

In order for the strategy to be successful comprehensive engagement was required with representatives from community, business, council and indigenous groups.

KWCS facilitated seven Brand Discovery Workshops with over 90 stakeholders in the Shire. Key brand attributes were gathered (personality, icons, values, benefits) to build the brand picture and then distil the brand essence from which all visual and verbal brand development progressed. 

SOLUTIONS

A powerful sense of community came through, united by diverse individuals who love their country. With their open minds, open hearts, open landscape and open for business attitude,
“Gunnedah’s brand essence was distilled as OPEN.”

The vast and fertile Liverpool Plains, ringed by distant mountains is an iconic landscape. This is a land of opportunity where individuals come together as a community.

The branding solution: a landscape created out of a fingerprint. The brand promise: Open New Horizons. 

SCOPE OF WORKS

The new brand was approved by an overwhelming majority of all stakeholders. KWCS provided solutions for the entire brand matrix, co-branding, comprehensive brand manual, signage, place making, collateral designs, brand launch video, service and social media icons, township identities, a comprehensive marketing plan and detailed social media strategy. 

OUTCOMES

The recommended branding strategy was approved by an overwhelming majority of stakeholders and endorsed by Council.

The new branding has been implemented across collateral, signage, buildings and online presence.