NATION, one of Adelaide’s eminent independent creative agencies, has been appointed by the Adelaide Economic Development Agency (AEDA) to lead the development of a new city place brand for Adelaide.
The project marks a significant moment for the city as it seeks to unite its story, sharpen its competitive edge, and elevate its reputation on the national and global stage.
The work will build on the foundations of Adelaide. Designed for Life while aligning with South Australia’s new state brand. It will express the city’s identity in a way that resonates with residents, attracts visitors, inspires investors, and reflects Adelaide’s distinctive blend of culture, natural beauty, accessibility, creativity and quality of life.
Joe Godsell, managing director and co-owner of NATION, said the agency is proud to have been selected for a project of such significance.
“Adelaide is a city with depth, character and a spirit that is easy to love yet often undersold. This is a rare opportunity to help Adelaide speak with clarity and confidence about who it is and what it stands for. Our team is deeply invested in the city’s future, and we’re excited to help craft a place brand that reflects its energy, ambition and humanity.”
The project will be led by recently appointed Brand & Strategy Director, Harley Augustine, alongside NATION’s team of strategists and creatives to shape the brand’s positioning, purpose and narrative.
“Cities are living identities shaped by the people who call them home. Adelaide has a generosity and openness that deserves to be better understood and more powerfully expressed. Our work will bring together the voices, truths and unique attributes that define this place, and frame them in a way that resonates both locally and globally. This is a place brand that must feel authentic to those who live it every day while also inspiring those who are yet to discover it,” Augustine said.
AEDA executive manager, marketing & tourism, Michael Rossi, said the project represents an important step in strengthening Adelaide’s position in a competitive national and international environment.
“Adelaide is an extraordinary city with a compelling story. To remain competitive, we must articulate that story in a way that is cohesive, confident and future facing. A powerful place brand will help us drive visitor growth, attract investment, support business confidence, and give residents a renewed sense of pride. NATION’s understanding of Adelaide, strategic and creative prowess, and their passion for its potential made them the ideal partner for this work.”
Rossi said the new brand will play a vital role in aligning the city with the state’s broader strategic direction. It will also support priority sectors such as investment attraction, business events, retail, hospitality, education, technology and tourism. The project will involve significant stakeholder engagement, ensuring the brand reflects the collective aspirations of the community, government partners, industry groups and local businesses.
NATION’s appointment further cements the agency’s reputation for leading complex strategic and creative projects that help shape the identity and future of places, brands and industries across Australia. With studios in South Australia, Victoria and Canberra, the agency continues to play a prominent role in developing bold, culturally attuned and commercially effective brand platforms for clients across both the public and private sectors.
