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.

 
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The new brand is built on an optimistic outlook: with good leadership great things can happen.
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Creative ADM’s responsiveness, hands-on approach, and ability to tie strategic concepts with great designs produced remarkable results which have revitalised the organisation’s public image and bolstered its credibility. The team’s attentive project management style, attention to details and overall friendliness resulted in a smooth and enjoyable process.
— Laura Hawes, Manager Marketing Events and Communications

Discovery

Review of existing research and relevant materials with resulting audit document

Stakeholder workshop to gather and uncover important insights

Documented response of workshop findings

Development

Positioning sentiment development

Tone of voice

Brand narrative

Visual mood board

Brand identity development including some indicative application

DElivery

Style guide design and delivery

Final brand assets delivery


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It became evident very quickly that work was required on refreshing the brand visually. More importantly though, work was undertaken to address the brand positioning.
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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.
 
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