How do you create a brand to represent the merger of a local government area that is so diverse? This is how we created an empowering essence to unify a region.

Queanbeyan Palerang Regional Council

In 2016, the NSW Government announced that Queanbeyan City Council and Palerang Regional Council will be fully merged to become the Queanbeyan-Palerang Regional Council.

The new local government area of Queanbeyan-Palerang Council will have a population of 56,368 (increasing to 76,000 by 2031) and an area of 5,319km2. The operating revenue of the new entity will be $159m, will have an asset base of $586m and a combined workforce of around 400 full time equivalent staff.

The merger caused much angst particularly among residents.

Coordinate was appointed by the Queanbeyan-Palerang Regional Council to develop a new brand identity. The council required a brand to encapsulates life in the regional council area and to represent residents, business and staff of the new council alike. The brief also required the development of an image that would become recognisable and represent the totality of the area and the individual towns. To further complicate the challenge, a potential name change of the council was expected in the medium – term future so the font needed to be designed to be easily interchanged.

People help support what they create.

Coordinate conducted community consultation and brand workshops to engage residents, business owners, council staff and stakeholders across the region.

The workshop process helped informed a consistent vision, purpose, set of values, voice and personality for the region, which shaped the brand narrative and essence.

One heart. Many parts.

It became clear that local government area was comprised of many individual parts with distinct stories, personality and the people in each region wanted to be represented in their own right.

The challenge was to have one brand identity while recognising the individual areas that made the whole region.

As such, Coordinate developed the brand essence “One Heart. Many Parts”, to articulate the greater whole and the sum of its parts.

A brand mosaic to educate and unite.

One Heart. Many Parts, informed the thinking for the brand identity.

A brand mosaic was created using the shape of the region to reflect an abstract geographic representation of the area formed in different colours and shapes. The combination of shape and colour was designed to reflect many parts and the diverse, eclectic and creative nature of the local council area.

Queanbeyan Palerang Regional Council