A rebrand for a changing city

After uncovering Newcastle’s brand values from workshops with people representing a whole range of diverse groups, we discovered some things we knew and some things that surprised us.

We knew the people of Newcastle were hard-working, that’s the working class ‘steel-city’ background. We knew we’re pretty real and genuine, again our blue-collar roots. But it was the world-class stories of this region in medical research, education and industrial infrastructure that provided ideas which lead us to develop a brand that would help transform perceptions about Newcastle.


Newcastle City Council


Research, brand, campaign concepts, creative + design, video.


Newcastle Brand Strategy Image


A multi-coloured brand mark represents the multifaceted place that is Newcastle. The various hues reflect the different dimensions, activities and influences available for commercial, recreational and lifestyle opportunities that Newcastle has to offer.


Visitors to Newcastle


Direct expenditure injected


Indirect expenditure across key industry



Newcastle Brand Case Study


The brand launch was recognised with the Best Brand Marketing Award at the Local Government Communications Awards in 2012.Since the launch of brand Newcastle in 2011 and true to it’s brand values, the city has continued to experience great change. NSW Government is investing $500 million into the Revitalising Newcastle program to deliver a mix of urban transformation, land development and transport projects, including a new light rail line in the city centre. Newcastle has also been successful in it’s bid for the 2017 V8 Supercars event.

Newcastle Brand Results Image
Blank Rectangle Image

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