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24 February, 2022

Brisbane Unveils Colourful & Swanky New Brand Campaign To Encourage Tourists

Brisbane has unveiled a fresh brand to match its new world-city identity, showcasing the depth and diversity of the region.

Working with VMLY&R and Bigfish, Brisbane Economic Development Agency (BEDA) unveiled the new look and feel for the greater Brisbane region, in a bid to cement its position as a must-visit locale.

Brisbane’s new brand launches alongside a major national destination campaign to encourage Australians to visit Brisbane.

BEDA CEO, Anthony Ryan, said it was important the city’s brand not only elevated its appeal as a business and leisure destination but tapped into everything uniquely Brisbane, reflecting the city’s lifestyle, climate, opportunities and people.

“The campaign is 100 per cent made in Brisbane, utilising music from local artists, and developed by a cohort of passionate Brisbane creatives who love the city and all that it offers,” said Ryan.

“Brisbane’s new visual identity is contemporary and innovative and represents the colours, nostalgia, confidence and humour of Brisbane.

“Shining a light on the stories of Brisbane is also a unique aspect of the campaign, showcasing our city’s exceptional dining and cultural offerings, enviable lifestyle, and strong business appeal, particularly as we target international markets over the coming years.”

BEDA – which is also the regional tourism organisation for the greater Brisbane region – engaged VMLY&R to produce an insights-led brand strategy.

VMLY&R managing director, Adam Kennedy said the agency then undertook extensive customer insight and strategic work.

“Defining the Brisbane brand as we look forward to the 2032 Olympics was an absolute honour,” said Kennedy.

“We undertook extensive customer research, which included our proprietary quant research tool, BrandAsset Valuator, alongside qual research and stakeholder workshops to inform an audacious new vision and customer value proposition for the city.

“The brand strategy not only responds to Brisbane’s current trajectory but will set the destination up for future growth and success at this pivotal time.”

Local Brisbane design agency, Bigfish, was tasked with bringing the strategy and vision to life, and creating Brisbane’s new visual identity.

“We didn’t just want to create a beautiful identity, we wanted to build an intelligent design system that would seamlessly move through every medium,” said Bigfish CEO, Sheldon Lieberman.

The brand’s colour palette reflects the moods, seasons and icons of Brisbane with shades including Gabba Maroon, Roar Red, Moreton Sand, Brisbane Gold and Jacaranda Purple.

The visual identity and flexible design system adapts and appeals to Brisbane’s diverse markets from its fun, playful leisure side to its business-centric applications spanning small business support through to investment attraction.

The campaign will be active in market from today and will be taken to domestic and international markets as Brisbane prepares to welcome the world back to the region.

CREDITS
Brisbane Economic Development Agency (BEDA)
Anthony Ryan – CEO
Juliet Alabaster – COO
Callum Wood – Head of Marketing

Bigfish
David Byrne – Art Director/Designer
Scott Eather – Strategy
Sheldon Lieberman – Copywriter
Izzy O’Rorke – Producer
Niqui Toldi, Sem Han – Illustrators

VMLY&R
Adam Kennedy – Managing Director
Andrew Kolb – Head of Strategy
Benjamin Davis – Executive Creative Director
Ingrid Postle – Senior Account Director

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