Adelaide via Unsplash.
Adelaide creative agency NATION has been appointed by the Adelaide Economic Development Agency (AEDA) to lead the development of a new city place brand.
NATION managing director and co-owner Joe Godsell said the agency is proud to have been selected for a project of such significance.
“Adelaide is a city with depth, character and a spirit that is easy to love yet often undersold,” said Godsell.
“This is a rare opportunity to help Adelaide speak with clarity and confidence about who it is and what it stands for.
“Our team is deeply invested in the city’s future, and we’re excited to help craft a place brand that reflects its energy, ambition and humanity.”
The project will be led by recently appointed brand & strategy director, Harley Augustine, alongside NATION’s team of strategists and creatives to shape the brand’s positioning, purpose and narrative.
“Cities are living identities shaped by the people who call them home,” said Augustine.
“Adelaide has a generosity and openness that deserves to be better understood and more powerfully expressed.
“Our work will bring together the voices, truths and unique attributes that define this place, and frame them in a way that resonates both locally and globally.
“This is a place brand that must feel authentic to those who live it every day while also inspiring those who are yet to discover it.”
AEDA executive manager, marketing & tourism, Michael Rossi, said the new brand will play a vital role in aligning the city with the state’s broader strategic direction.
It will also support priority sectors such as investment attraction, business events, retail, hospitality, education, technology and tourism.
“Adelaide is an extraordinary city with a compelling story. To remain competitive, we must articulate that story in a way that is cohesive, confident and future facing,” Rossi said.
“A powerful place brand will help us drive visitor growth, attract investment, support business confidence, and give residents a renewed sense of pride.
“NATION’s understanding of Adelaide, strategic and creative prowess, and their passion for its potential made them the ideal partner for this work.”
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