A new brand strategy, launched in the mall on Friday, will help reinvigorate local government in the Armidale region according to the Armidale Regional Council.
Consultants Kent Woodcock Creative Solutions were engaged by Council in October 2016 to develop a new brand architecture across Council’s local government area, Guyra and Armidale destinations and tourism.
Through targeted stakeholder engagement held in Armidale and Guyra, valuable insights were gathered to provide a snapshot into the essence of what the Armidale Region represents and the aspirations of the community.
Administrator Dr Ian Tiley said the new brand, which will be progressively rolled out over the next few months, is modern, youthful, energetic and aspirational.
This brand tells the story of connectedness and unification within the communities of our Council area.
“As a new council created from the merger of the former Armidale Dumaresq and Guyra Councils, the development of a new brand was a requirement of the merger,” said Dr Tiley.
“Today is a landmark occasion in the evolution of the new Armidale Regional Council as it transforms to a stronger, more progressive, high performing Council and as it sets about unleashing the opportunities.”
The new, contemporary brand will provide a great platform for a powerful marketing program to attract more visitors and businesses to our unique region. It is about building pride in the community and pride in our special region.
Unleash the opportunities says unbridled connectivity, incredible potential, unparalleled lifestyle, impressive major projects, and change.
Armidale Regional Council’s Group Leader – Organisation Services, Lindsay Woodland said the new brand and positioning will create a vibrant and dynamic image to stimulate economic activity.
“The new brand will provide a marketing platform required to attract investment, create new businesses and grow tourism,” said Mr Woodland.
“It will help us to achieve our ambition to be progressive, responsive and a leading regional council that we can all be proud of.”
Today’s launch marks the beginning of a comprehensive brand implementation process across Council’s assets and services including fleet, buildings, place-maker signage and communications channels.
“From today you will start to see the new brand rolled-out,” said Lindsay Woodland.
“Our website has a new look, some vehicles have new signwriting, council email signatures have been updated, Armidale and Guyra offices have new signage and our customer service team have new uniforms. It is a big job that could take upwards of six months or more.”