The identity involved shifting to a master-brand strategy, reducing the many sub-brands, and unifying the organisation through a clear brand identity that would enable in-house teams and creative partners to thrive when using the system. ??
The brand has been designed to continually evolve. Based on a core and flex model, the identity relies on a suite of core elements for the majority of our applications, and has a broad area to flex for special occasions.
We built the identity system on geometry and circle DNA that sporadically existed in their brand due to the circular logo. Once adopted, a high degree of flexibility was introduced to ensure the council could maintain a world class communications strategy that captured the essence of the city.