Frost* Collective Rebrands North Sydney

  • North Sydney_01
  • North Sydney_03
  • North Sydney_02
  • North Sydney_04
1 / 4
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

breast milk

Latest News

Volkswagen Australia Adds DAB+ Radio To 2022 Models
  • Marketing

Volkswagen Australia Adds DAB+ Radio To 2022 Models

Industry body Commercial Radio Australia has welcomed the news that Volkswagen Australia has added DAB+ digital radio across most of its model year 2022 vehicle range, including its updated T-Cross SUV. All Volkswagen passenger and commercial vehicles in Australia will offer DAB+ with the exception of the base model grades of its van and ute […]

Six Screen Creatives Announced For 2021 Emerging Writers’ Incubator Initiative
  • Media

Six Screen Creatives Announced For 2021 Emerging Writers’ Incubator Initiative

Six screenwriting creatives from across Australia have been selected as the inaugural participants in the Emerging Writers’ Incubator.  The Incubator is an initiative from SBS in partnership with Screen Australia, state and territory agencies Film Victoria, Screen Canberra, Screen NSW, Screen Queensland, Screenwest and the South Australian Film Corporation, and with the assistance of the […]

Omnicom Media Group The First Australian Business To Complete Amazon Advertising’s OMEGA Training
  • Advertising

Omnicom Media Group The First Australian Business To Complete Amazon Advertising’s OMEGA Training

In a first of its kind for Australia, Amazon Advertising and Omnicom Media Group (OMG) has partnered on a comprehensive program. The pogram covers retail strategy, operations, catalogue management, advertising, brand building, retail marketing & the suite of tools, analytics and insights available through the Amazon Advertising platform. The eCommerce Accelerator Program known as OMEGA […]

This Way Up: Australia’s Advertising Festival Of Creativity Rescheduled To 2022
  • Advertising

This Way Up: Australia’s Advertising Festival Of Creativity Rescheduled To 2022

The Australasian Writers and Art Directors Association (AWARD) has announced that This Way Up, Australia’s Advertising Festival of Creativity, will be rescheduled to August 2022. Yet signature events celebrating the industry’s brightest talent and creative work will still go ahead this November. The announcement of the special award winners for this year’s AWARD Awards will […]

Monday TV Wrap: The Block Builds Nine A Nightly Win (And A Lovely New Kitchen Extension)
  • Media

Monday TV Wrap: The Block Builds Nine A Nightly Win (And A Lovely New Kitchen Extension)

Last night’s episode of The Block fell from Sunday night’s viewership, but still easily secured a win in entertainment, and for Nine overall. The episode had a metro audience of 876,000 according to OzTAM, with a spanner thrown in the works of one team’s sunken lounge plans (truly devastating for any 1970’s conversation pit fans). Contestants […]

by B&T Magazine

B&T Magazine
Bangkok, Thailand - Jun 23, 2015 : Group of credit cards on computer keyboard with VISA and MasterCard brand logos
  • Technology

Loyalty Republic Launches Card Agnostic Rewards Program

Australian start-up Loyalty Republic is introducing Australia’s first bank and card agnostic direct earn rewards program to democratise loyalty and make rewards accessible and fair for anyone using a debit card. The Loyalty Republic mobile app will place consumers in control of their rewards earning potential and redemption options, with a simplified model offering 1 point per $1 spent on debit card […]

Amobee Partners Announces Partnership With Samsung Ads
  • Technology

Amobee Partners Announces Partnership With Samsung Ads

Amobee has announced a new partnership with Samsung Ads in Australia. Powered by deep analytics and industry-leading technology, the partnership will enable marketers to bridge the gap between linear and digital – from execution to measurement. Samsung Ads’ Automatic Content Recognition (ACR) data from over 1.8 million smart TVs, along with Amobee’s household data of […]

How To Use Social Media Insights To Understand What’s Impacting Your Brand’s Health
  • Partner Content

How To Use Social Media Insights To Understand What’s Impacting Your Brand’s Health

Here, Zavy’s David Bowes explains how advertisers can use insights from social media to ensure their social and content strategies are fit for the road. When we learn to drive, we’re taught how to “drive to the conditions”. Slow down when its raining, or when there’s ice on the roads, reduce your speed on gravel […]

Partner Content

by B&T Magazine

B&T Magazine
Radio Station Uses Sperm, Ovulation & Rockers KISS For Oddball “Born To Rock” Campaign
  • Campaigns

Radio Station Uses Sperm, Ovulation & Rockers KISS For Oddball “Born To Rock” Campaign

If you’re in Toronto and you want to listen to classic rock (also referred to as “music your dad listens to”), then you need to tune the dial to local radio station Q107. And to spruik its merits as the city’s number one rock station, the network has just released a social media campaign called, […]

by B&T Magazine

B&T Magazine
triple j’s Giving Away One Of Dr Karl’s Iconic Colourful Shirts
  • Marketing

triple j’s Giving Away One Of Dr Karl’s Iconic Colourful Shirts

triple j is spreading some cheer and fashion by giving away one of Dr Karl’s signature and iconic colourful t-shirts! Dr Karl, has been part of the triple j family since 1981 and is known for his facts-first approach to science, constantly debunking rumours and myths.  However, to many of Dr Karl’s fans, he’s as […]

Facebook Hits Pause On Instagram Kids
  • Technology

Facebook Hits Pause On Instagram Kids

Instagram has announced it is pausing the development of ‘Instagram Kids’. In a blog post published overnight, Instagram boss Adam Mosseri revealed the social media app would instead be focusing on working with parents and policymakers to demonstrate the value of Instagram Kids. Earlier this year, it was revealed Facebook (which owns Instagram) was working […]

by B&T Magazine

B&T Magazine
Kyle Sandilands Claims He Wouldn’t Attend Anti-Vax Producer’s Funeral If He Caught COVID-19
  • Media

Kyle Sandilands Claims He Wouldn’t Attend Anti-Vax Producer’s Funeral If He Caught COVID-19

Shock jock radio host Kyle Sandilands has claimed that if a KISS 106.5 producer Pedro Vitola died of COVID-19, he would not attend his funeral. Sandilands’ statement came after the producer, who lives in an LGA of concern, was told to work from home while unvaccinated. On Monday, Sandilands referred to him as a “stupid […]

by B&T Magazine

B&T Magazine
Billie Eilish Teams Up With Nike To Release Vegan Air Jordans
  • Marketing

Billie Eilish Teams Up With Nike To Release Vegan Air Jordans

Influential singer Billie Eilish is teaming up with Nike for a sustainable sneaker collection.  Eilish, who was just named Time’s most influential person of the year announced the ethical sneaker collection on her Instagram.  The collection’s sneakers will be 100 per cent vegan, made from over 20 per cent recycled material. Hardly surprisingly, considering Eilish only wore […]

IMAA Announces New Group Deal Arrangements With Media Research, Planning And Training Companies
  • Media

IMAA Announces New Group Deal Arrangements With Media Research, Planning And Training Companies

The Independent Media Agencies of Australia (IMAA), the national, not-for-profit industry association for the independent media agency industry has announced a series of group deal arrangements for its members, offering them savings on industry reporting, training and media tools. The group deal arrangements, brokered by the IMAA, offer independent media agencies access to reporting and […]

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
  • Media
  • Technology

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp

Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign.  “We thought it would be fun to see some other iconic Australian brands back […]

Connection As Currency – How DTC Brands Are Changing Commerce
  • Opinion

Connection As Currency – How DTC Brands Are Changing Commerce

James Horne (main photo) is the CEO of Balance Internet. In this guest post, he says direct-to-consumer DTC brands that endure past the initial launch have a true differentiation, standing out from competitors by driving connection… We’ve always known that brands need more than a good product and website to stand out from their competitors […]

Opinion

by B&T Magazine

B&T Magazine
Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”
  • Advertising
  • Campaigns

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”

Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender
  • Media

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender

Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]

ABC iview Goes Virtual With Fetch TV
  • Media

ABC iview Goes Virtual With Fetch TV

Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]