The brief for this project was to create a unified and impactful brand for Georges River Council following the merger of Hurstville and Kogarah City Councils. The goal was to develop a cohesive identity that honoured the legacies of both former councils, respected the values of the local community, and positioned Georges River Council for a vibrant future.
To meet this brief, I began with in-depth consultations with internal stakeholders to understand the core elements valued by each community. I then developed five initial design concepts that respected both councils’ histories while embodying the new vision. After narrowing down to three designs, we launched a community engagement campaign across social media, online surveys, and in-person feedback sessions. Through this collaborative approach, I incorporated community suggestions, including adjustments to the dragon emblem, traditional colours, and design elements reflecting the region’s Traditional Custodians.
The resulting brand was approved ahead of schedule, meeting the brief by successfully bridging past and future identities. I further supported the brand’s launch by creating comprehensive guidelines and conducting staff training sessions to ensure consistent, high-quality application across all Council touchpoints. The brand was well-received by both Council and the community, and I delivered a robust brand identity that achieved the project’s objectives within the challenging timeline.
