Principals Creates New Identity And Brand Strategy For Campbelltown

Principals Creates New Identity And Brand Strategy For Campbelltown

Branding design agency Principals has created a new identity and brand strategy for Campbelltown.

Identified as a priority by residents and businesses in the Community Strategic Plan, Principals was engaged to work with Council to develop a new positioning for the city.

Against the backdrop of a rapidly changing Western Sydney, Campbelltown needed an updated brand story and identity that was more distinctive, easier to use and in line with the Campbelltown of today.

Principals’ multidisciplinary team worked closely with the City Council team, community and Councillors to define and create a new and more cohesive brand story and visual identity.

A collaborative process saw more than 1,000 people participate in co-creation sessions, vox pops, drop-in clinics, workshops, online surveys and interviews.

The result is an all new identity, inspired by what the Dharawl land of Campbelltown has always been known for – a meeting place where diverse people come together.

Before             After


Campbelltown Mayor, George Brticevic said: “This new identity belongs to everyone in our city.

“Our community told us what an honest representation of modern Campbelltown looks like and we have listened.

“Our new brand will help to continue attracting investment into the city and lets everyone know that we are open for business.”

Principals executive creative director, Simon Wright said: “The new brand story and identity are just one step in achieving the broader vision for Campbelltown as it continues to attract economic and cultural investment that will contribute to the area being a destination of choice to live, work, and do business well into the future.”

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