Frost* Collective Rebrands North Sydney

SHARE
THIS



The North Sydney CBD has been relaunched under a revitalised brand developed by Frost* Collective on behalf of North Sydney Council.

The new brand follows a major review into North Sydney as a destination for business and residents that included workshops and interviews with local business leaders and community members.

The strategy was brought to life through a creative concept centred on the tagline ‘Happiness Works Here’. The concept has driven a content and experience-driven campaign opening up new ways to communicate with target markets and new partnerships with local workers and businesses.

Frost* Collective’s brand and design agency, Frost* Design has created a striking logo that embodies this ‘happy balance’ by populating the letters “NTH SYD” with vibrant colours, geometric shapes and juxtapositions of images from the local area.

As part of the brand launch the streets of the CBD have gained a new lease of life with colourful banners featuring the new design as well as revitalised street furniture, which have been painted in vibrant colours. Billboards featuring the new designs will soon also sell the benefits of work/life balance and opportunities to participate in local events.

To create a genuine community groundswell around the brand, Frost* Collective digital agency, The Nest has created a content strategy and website to source content from the community in line with events held throughout North Sydney. The crowdsourcing concept puts the content into the hands of current and potential North Sydney workers to represent the perspective of those who work in the area. There is also a dedicated Spotify playlist to represent the feeling of happiness in North Sydney.

“By working off a brand idea that has a central truth for people in North Sydney we have been able to get them involved in brand delivery as well as partnering with Council to create events and experiences that further prove this positioning,” said Vince Frost, CEO.

“The great thing about this is rather than just selling North Sydney we have given it a revitalised sense of its own identity and a cause for people to rally around. As specialists in destination branding this is central to our belief that places need to clearly articulate what they stand for and engage locals in building positive perceptions.”

The new creative launches online and across the North Sydney CBD this month.

North Sydney Council’s general manager, Warwick Winn said the collaboration had been a productive one. “North Sydney was a challenging project because the CBD had developed a reputation for being boring. We are very pleased with the positioning and strategy that Frost* has developed for the Centre. It would have been easy for an agency to just deliver a fresh logo and communications materials. Frost* Design’s understanding of place-making means we have a holistic campaign and the initial feedback has been very positive.”

CREDITS

Client: North Sydney Council

Agency: Frost*collective

Executive Creative Director: Vince Frost

Creative Director: Anthony Donovan

Senior Designer: Anzac Tasker

Strategy Director: Cat Burgess

Senior Account Director: Charlotte Brady

Senior Producer: Daniel Mulligan

 

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]