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CONFIDENT. BOLD. READY.

Coordinate developed the brand identity for Canberra.

Branding a city is no small task. A city brand is established through a combination of techniques that enable a place to build on its strengths, make sense out of its current identity and build a future identity – the balance between representing the current position and reflecting the city’s future pathway is fine.

CBR is an abbreviated representation of our city, reflecting it in a modern way with a self assured mindset. As an abbreviation, it has made strong ground in modern social applications like Twitter and Facebook and has been used for airline travel in booking websites and boarding passes.

The concept is not foreign. As a device, it gives the identity vibrancy, flexibility and scope – allowing the brand to frame key messages and content or be used as a window into the city.

Confident, bold and ready as a narrative aligns with the abbreviation, but it also makes sense out of the city’s current identity and builds a future one.

It sets the tone for a city to embark on the future with confidence and in a bold way, ready to lead with actions, not just words. Ready to be unequivocally known as Australia’s National Capital and proud of our political influence and position. Ready to celebrate our successes in business, research, science, education and policy.

Ready to own our messaging and take control of our identity. Ready to tell our story as a great place to live, work, invest and study. And, Ready to be proactive and attacking instead of reactive and defensive.

Services

Branding, Digital, Advertising, Media, Campaigns

Deliverables

Branding, Website Design and Development, Posters, Signage, Collateral

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