Peterborough Place Branding
Expertise
Client
District Council and Regional Development Australia Yorke and Mid North (RDAYMN)
The Project
In 2019, Algo Más was engaged by the District Council and Regional Development Australia Yorke and Mid North (RDAYMN) to develop a place brand for Peterborough.
The District Council of Peterborough is located in South Australia’s mid north. The aim of the brand is to support local economic growth by encouraging people to visit, stay, live and work in the town.
To begin the place brand development process, Algo Más facilitated a workshop with key stakeholders and undertook research, including surveys, to help define the town’s identity. The findings from that discovery stage enabled us to formulate Peterborough’s new brand strategy, outlining the town’s target audiences, key messaging and marketing opportunities.
The town’s new visual identity was created at the same time as the strategy. A new logo incorporating rich heritage colours, and drawing on Peterborough’s history and geography, was created. The tagline ‘Make Tracks To Peterborough’ was developed as a memorable call to action – with a transportation twist. Detailed brand guidelines explaining Peterborough’s new brand assets were also created as a resource for locals so they can incorporate the new identity into their own marketing activities. We have helped support the brand launch by providing social media management and public relations services to raise awareness of the new brand among key target markets.
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