IT ALL ADDS UP
Parkes is a small but thriving hub in NSW Central West with great diversity underpinning its stability and prosperity. Important to the region is gold mining, astronomy (the Dish), agriculture, intermodal transport hub (crossroads of the nation) and fun events such as the Parkes Elvis Festival.
The brief was to develop a destination brand that did not replace the corporate Council brand but supported business, community and tourism initiatives with consistent branding and messaging.
CHALLENGE
To distil a single essence that represented the great diversity of Parkes’ people, personalities, icons, businesses and events. To create a brand that successfully represents all key pillars of Economic, Community and Tourism.
METHODOLOGY
Weekly teleconferencing and scheduled visits ensured a smooth and informed collaboration with the Parkes team. The Project plan encompassed Discovery (competitive environment, physical assessment, personal interviews, Stakeholder engagement; Discovery workshops - qualitative research; Findings report; Analysis of brand attributes; Distillation of brand wheel and essence; Identity creation – visual and verbal positioning; stakeholder approval; Integration and Implementation.
SOLUTIONS
A series of discovery workshops with over 70 representatives from Parkes’ business, community and council revealed a complex brand personality from safe to fun to innovative. But at its heart there was one common factor. It was all positive.
“Parkes’ brand essence was distilled as positive.”
We were told many times that there are “Lots of pluses about Parkes.” A plus sign is the symbol for positive and this shape also represents Parkes location as the crossroads of a nation.
The branding solution: a unique, positive sign that also communicates harmony and diversity. When you put it all together, it all adds up!
“The project will involve the identification, definition, articulation and development of the Parkes brand which will be used to provide direction for destination marketing, tourism, lifestyle, events, economic development, industry and urban planning.”
OUTCOMES
Extremely high customer satisfaction and overwhelming approval from all stakeholders representing council, business, tourism and the community. KWCS provided solutions for co-branding, a brand manual, an implementation and marketing plan that included social media, direct marketing, online advertising, signage, brochures, events and more.
