The North Sydney CBD has been relaunched under a revitalised brand developed by Frost*Collective on behalf of North Sydney Council.
The new brand follows a major review into North Sydney as a destination for business and residents that included workshops and interviews with local business leaders and community members.
This uncovered the insight that North Sydney offered a unique work/life balance, which comes from combining the densest CBD in the country with leafy green harbour front surroundings that promote wellbeing.
The strategy was brought to life through a creative concept centred on the tagline "Happiness works here".
The concept has driven a content and experience-driven campaign opening up new ways to communicate with target markets and new partnerships with local workers and businesses.
Frost*Collective's brand and design agency, Frost*Design has created a striking logo that embodies this "happy balance" by populating the letters "NTH SYD" with vibrant colours, geometric shapes and juxtapositions of images from the local area.
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To create a genuine community groundswell around the brand, Frost*Collective digital agency, The Nest has created a content strategy and website to source content from the community in line with events held throughout North Sydney. The crowdsourcing concept puts the content into the hands of current and potential North Sydney workers to represent the perspective of those who work in the area.