Project Overview
The City of Liverpool was undergoing a fundamental transformation, led by their Mayor, Ned Mannoun and the City Council.
Its aim was to attract inward investment to the city and revitalise the heart of the city, with new gateways and precincts, designed to upgrade the experience of visiting, living in and working in Liverpool.
Project Commissioner
Project Creator
Team
Sandy Belford
Simon Wright
Vanessa Meaker
Tui Horo
Dean Varndell
Hayden Mathys
Emil Makkar
Hamish Cargill
Project Brief
They wanted a new brand strategy and brand identity for the City and the Council that positioned the city as a vibrant hub in the growing heart of the South West of Sydney. It had to embrace and communicate the many faces of Liverpool – its diversity, its vibrancy, its youthfulness and especially its role as the focus for growth in the South West.
Project Innovation/Need
First of all, it was vital that all of Liverpool’s stakeholders (Business Chamber, the TAFE, Liverpool Hospital, the Ingham Institute for Applied Medical Research, the Powerhouse Museum, community representatives- and many more) were engaged and involved in the process of change and were consulted at every stage of the project. This was critical to the success of the project.
We created a new positioning, ’The Great South West’ that symbolised the ambition and their claim to be the capital of the growing South West region of Sydney. The identity was a major departure from the way councils present themselves. It’s bright, colourful and it shouts Liverpool’s ambition from the rooftops.
Design Challenge
The challenge was creating a new look and feel that worked for so many stakeholders - the more serious role of the council, the creativity of the new precincts and gateways - and worked as a co-branding partner of the major community stakeholder organisations, mentioned above.
It had to be bold and professional and also create heightened visibility.
It had to put the city on the map and stake a claim for greatness, as the positioning line ‘The Great South West, so simply stated.
Effectiveness
The new brand identity was launched in October 2015 at an event celebrating the anniversary of the Powerhouse Art Museum in Liverpool.
That coincided with an event in the CBD of Sydney, where the City of Liverpool brought its diverse and exciting cuisine to the CBD to show off how interesting its food culture was. The Mayor was in the city serving food, along with food trucks.
They also used stylised lighting to illuminate key parts of the city and afterwards opened a new customer service centre in the Council headquarters to launch the new brand identity to residents and business.
The new brand identity now plays a major role in the growth for the city. It’s building pride in the City amongst residents and businesses like.
Graphic Design - Illustration and Type
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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