More than 2,000 people have engaged in a major project conducted by Frost*collective to rebrand Canterbury-Bankstown Council following the recent amalgamation of the two Sydney suburbs’ local councils.
Frost*collective, which specialises in council and destination branding, put together a consulting team and methodology to engage the community in developing the new brand.
Community consultation experts Elton Consulting worked with Frost*collective to engage more than 1,600 locals through workshops, discussions and interviews and an online survey.
The findings from this work were then correlated with insights from focus groups and quantitative research with more than 460 Sydneysiders from outside the area, conducted by market research company Environmetrics.
What emerged was a major gap in how Canterbury-Bankstown is perceived, with locals proud of its rich diversity, food culture and thriving arts and cultural scene, but those from outside believing there is nothing of interest or unsure of what’s there.
Cat Burgess, strategy director at Frost*collective, said the project is precedent-setting in using a combination of community consultation, market research and brand analysis to develop the destination’s new positioning.
“This is a truly evidence-driven piece of work that will not only unify the community from both former council areas, but also address barriers that currently prevent people from visiting, working and living there,” she said.
“The brand idea ‘Where interesting happens’ represents a way for not only [the] council, but also residents, businesses, community and sporting groups and visitors, to get the message out there about all of the fascinating experiences it has to offer.”
Anthony Donovan, creative director at Frost*collective, said: “The identity can be seen in many ways, as a geometric shape that shifts perspective, as well as the letters ‘CB’.
The letterforms can be rearranged to frame interesting images, facts and features, as well as forming patterns that are used to make the ordinary interesting.
To help launch the new brand, local poet Miski Omar was engaged to feature in a video that shares the story of the brand development process and the new positioning.
Frost*collective has collaborated with Council on developing a roll-out strategy that will see the new brand on everything from council vehicles to uniforms, buildings, signage, social media, its website, and promotional advertising.
City of Canterbury-Bankstown’s administrator, Richard Colley, said: “This was a place brand, not a logo, we were looking to develop – one that captured the true identity of our city and its people. For that to occur, it was crucial we involved not only our residents and businesses in the brand journey from the very beginning, but also visitors and people who have not yet experienced our city.
“Frost responded with a comprehensive community engagement strategy, which resulted in an enthusiastic and genuine response that then enabled it to create a brand that was very real and a true representation of us.
“We are proud of who we are, the values we stand for, and are not afraid about being different, and we’re now in a position to share our interesting places, people and attractions to Sydney, Australia, and the world – thanks to Frost.”
Executive creative director – Vince Frost
Group creative director – Anthony Donovan
Strategy director – Cat Burgess
Strategist – Jeanne Ogilvie
Senior designer – Alex Dalmau
Designers – Johnny Boardman and Kieran Mistry
Client services director – Emma Stone
Account director – Max Delplanque
Head of Nest (part of Frost*collective) – Martin Hoegh-Guldberg
Digital producer (Nest) – Natalie Cano
Production manager – Jason Hughes
Associate director – Brendan Blakeley
Senior project manager – Samantha Weir
Senior consultant – Philip Smith
Videographer: Luke Eblen
On-camera video presenter: Miski Omar (Bankstown Poetry Slam)
me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]
MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]
New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]
Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]
Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]
ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]
Australia’s largest social enterprise is turning 25. On the anniversary of Australia’s first Big Issue magazine being sold on the steps of Melbourne’s Flinders Street Station in June 1996, Town Square has created a campaign to mark the occasion. 25 Years Big is a celebratory statement of pride, rendered in the iconic Big Issue logo […]
The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]
For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue. From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]
Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]
Here is EVERYTHING you need to know about contextual advertising bar the curling wand and the hot pink leg warmers.
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]