Town of Port Hedland
BUILDING A BRAND FULL OF OPTIMISM
In 2016 the Town developed a new 10 year Strategic Community Plan. It was posed at the time that perhaps the existing brand identity did not reflect this new Vision. After a competitive tender, we were successfully awarded the opportunity to undertake a brand audit utilising data, research and crucially, the results of extensive community consultation.
This process highlighted the need for a brand refresh, both visually and more importantly the development of new brand positioning. All good creative should be driven by strategy – otherwise all we are doing is creating ‘pretty pictures’ – and in this case it was the brand positioning strategy that really drove the visual representation.
Review of existing research and relevant materials with resulting audit document
Stakeholder workshop to gather and uncover important insights
Documented response of workshop findings
Positioning sentiment development
Tone of voice
Visual mood board
Brand identity development including some indicative application
Style guide design and delivery
Final brand assets delivery