It’s more than just a logo or a slogan. It’s the story a region tells about itself, the way it’s recognised by others and the identity it provides its community. It’s the essence of a place through shared values, strengths, visuals and voice. A place brand brings together the history, culture, people and potential of an area and gives locals the tools to proudly represent who they are and what they offer to the world.

Yes. The Upper Hunter Place Brand was created for the community. The brand provides a distinctive story and set of assets that anyone can use to talk about our area. Upper Hunter Shire Council’s corporate brand represents activities undertaken by Council from infrastructure to sponsored events. The Place Brand may enhance Council’s current brand by co-branding.

The Upper Hunter is a region of unique stories, people and opportunities, but it has lacked a shared identity to reflect its full character and potential. With increased competition between regions for visitors, investment and talent, it is more important than ever to have a unified and compelling brand. A strong place brand raises the profile of a region, supports local pride and participation, and serve as a tool to attract tourism, business and community partnerships.

It’s an ongoing journey. So far it’s cross crossed towns, villages and communities and yielded honest conversations with key stakeholders, multiple community engagement workshops, online surveys, sitting and listening with Aboriginal and Torres Strait Islander communities and countless more Upper Hunter locals and businesses.

For the People developed versions of a place brand to share with the community, and the conversation and listening continues. Presentations were delivered in Scone, Merriwa, Murrurundi and Muswellbrook. Digital resources spread the work to more of the community and allowed more, richer feedback.

For the People refined it all into a final visual and verbal brand system for the Upper Hunter including logos, a colour palette, typography, graphic elements, illustrations, voice and messaging.

Then it was bolstered with rules and guidelines to navigate the brand, practically, for Upper Hunter locals. An online digital platform was created so it call be accessed more easily.

• Support local pride and cohesion
• Stand out in a competitive market
• Unify regional identity
• Attract visitors and investment
• Greater community, tourism & business collaboration
• Reflect the voices and visions of those who live and work here
• Provide the tools to unearth new, old and unexpected stories and ideas at the heart of the Upper Hunter
• Be something locals are proud to use

Register here to gain access to the Upper Hunter Country Brand guidelines and assets.