Redland City Council Capalaba & Cleveland branding case study

The Redland City Council briefed Sustainable Marketing Services to develop a new regional branding for both Capalaba and Cleveland to help promote what is unique about Capalaba and Cleveland and to improve the future prosperity of these regions.

Key activities included sustainable brand positioning, client insights research, community engagement, comprehensive style guide and grass roots marketing tools to grow brand.

Both the Capalaba Business Improvement District and the Cleveland Traders have embraced the new regional branding and are using the branding to support their goals.

“The goals of the project were to develop a destination brand (including brand positioning, visual identity and brand strategy) for both Cleveland and Capalaba. Maria Anderson from Sustainable Marketing Services undertook the background research to understand the ‘heart’ of the centres. This was followed by focus groups from each of the regions, to understand their views and gain ideas.

From this consultation concepts were generated and revised, and revised, until we were satisfied we had a selection of logos for each centre, using a range of different approaches.

These logos and an accompanying range of taglines were then presented back to the local businesses, who voted on the most appropriate. A style guide for each was prepared.

I liked Sustainable Marketing Services’ approach to the project which included a considerable effort to understand the centres and what they mean to the locals. This enabled the resultant logos to accurately reflect the ‘hearts’ of both Cleveland and Capalaba. Sustainable Marketing Services was very responsive and flexible to our requests and had a good understanding of what was required.

I would like to thank Maria and her team for their efforts and an excellent outcome.”

Alan Burgess, Manager, Economic Development, Redland City Counci