City of Logan
Reputation Strategy
Overview
Brand Strategy
Brand Positioning
Marketing Strategy
Market Research
Communications Planning
City of Logan, located in South-East Queensland between Brisbane and the Gold Coast, serves as a rapidly growing local government area known for its diverse and dynamic community.
As one of the state’s fastest-expanding regions, it is focused on sustainable infrastructure, strong regional connections and a future-ready outlook.
Image credits: (T-B) Logan Office of Economic Development, Logan Arts.
The Challenge
The City of Logan suffered from a poor reputation, often associated with negative perceptions and stereotypes.
The challenge was to shift public opinion and create a more positive, authentic image of the city.
Our Solution
Our lead strategist worked alongside the City of Logan marketing team over seven months to identify the city’s unique positioning and ‘believable drivers’.
We developed a ten-year strategy, new brand positioning, and a comprehensive communications plan, all derived from thorough qualitative and quantitative research.
We delivered a comprehensive, end-to-end strategic reputation, brand, and communication strategy that positioned the city for long-term success. This included the development of a new brand platform encompassing a clear proposition, defined attributes, refreshed identity, and aligned values, behaviours, and tone of voice.
Complementing the brand work, we also created a ten-year vision and actionable plan to guide sustainable city growth.
What makes this special
A transformative, research-driven strategy that redefined a city’s reputation for the next decade.
Contact us
Let’s grow something amazing together.
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