Key Information

Key project objectives include: 

• Find and articulate Perth’s deepest distinctions; single-minded, emotive and differentiated;
• Evolve perceptions of the city and favourably position it for future evolution and maturation;
• Generate an emotional relationship with Perth by identifying the emotions we can authentically deliver as a city;
• Empower stakeholder organisations/industries to proudly and consistently promote their capital city, providing actionable application guidance;
• Identify actions to inform development of a change agenda to actualise the brand; commitments to the introduction and evolution of social, cultural, economic policies and programs to live our city's brand ambition.

Please note: This project is to define the brand framework and brand narrative for Perth; outlining practical implications and applications for all stakeholders. The visual identity will be a subsequent project following the completion of this project. 

A place brand, in the context of a city, is the single-minded articulation of a city’s DNA; its culture, people, happenings. It must be emotive, it must be ownable, and it must have the flex to apply to all facets of the city. This articulation is not just a foundation for visual branding and communications, a strong brand should permeate everything; it should guide decision making, shape the types of events the city puts on, define how we as a city speak, and help position us in market across all pillars. 

A city brand must have stretch and dynamism to equally support four key pillars: 

Place

An ownable narrative reflective of the people and places that make up Perth. An identity that all people who have a connection to Perth can engage with, own and take pride in. 

Economic development 

A brand that provides a unique value proposition to global business leaders, inspiring confidence in Perth as an attractive place to do business and invest. And a framework for attracting the right types of business to Perth to drive our economy and future growth. 

Visitation 

A brand that clearly articulates what makes Perth iconic, addressing the widely held perception that there is nothing truly unique to experience here. A brand compelling to local, national and global visitors. 

Education 

A brand that provides a clear value proposition to prospective international students, helping Perth gain a coveted spot on the consideration set of students around the globe. 

To have it work, it must be approached as ‘One Place Thinking’, with all relevant stakeholders singing from the same song sheet.

This approach is designed to consult with key city stakeholders at all stages of the process to ensure the end result is reflective of all parties, working towards a unified goal in a timely manner. 

Project Governance 

In its nature, a project of this magnitude requires the coordination of a large group of stakeholders. To ensure relevant stakeholders have the opportunity to provide input to the project during discovery and at project milestones, we have structured project governance around key project groups. 

Core Project Team 

The Core Project Team (CPT) are connected throughout the entirety of the project. Collectively, they are responsible for account management, scheduling, communication of progress (updates to Brand Perth portal) and stakeholder coordination. The CPT has approval to make decisions on behalf of the Steering Committee (SC) when short timeframes limit the discussion between the entire SC. The CPT will consist of:

Project Facilitator | City of Perth 

With extensive stakeholder input, City of Perth is uniquely positioned to facilitate this coordinated approach, being the central node through which state government, local government, private business, the education sector, culture and arts sector, tourism committees and operators can communicate and collaborate on a ‘One Place Thinking’ strategy. In this role, City of Perth can work to define goals and objectives, assign distinct roles and responsibilities, strategically prioritise resource allocation and collect relevant inputs across all four pillars to feed into the wider project. And following brand development, City of Perth can ensure our identity is reflected in everything from city governance, initiatives, communications and events. After all, actions speak louder than logos. 

Project Partner | The Brand Agency, in collaboration with the WPP network 

The Brand Agency has been engaged as strategic partner for the project; delivering the brand framework and narrative for Perth. On the back of City of Perth and Visit Perth brand projects, and recent work with a host of LGAs, StudyPerth, WA Museum, Perth Mint, Perth Theatre Trust and Tourism WA, The Brand Agency has a deep understanding of the local market, while having access to expert consultants throughout the global WPP network including Landor who are responsible for the tourism brands of Melbourne, Tourism QLD and So Sri Lanka. 

Project Contributors | Tourism WA 

Given deep understanding of contextual strategies to the Brand Perth project such as TWA’s ‘Our Story’ work, it is critical the CPT can sense check and align project finding, outputs and processes with TWA throughout the project.  

Steering Committee | Key Project Decision Makers 

Chaired by City of Perth, and represented by Committee for Perth Steering Committee member, Daniel High, the Steering Committee (SC) is made up of passionate stakeholders, who recognise the potential and value of this project. Meetings are to be facilitated by the CPT and invitees are permitted as relevant to key project milestones. Outside of Commissioner approvals, key decisions are made within the SC meetings to keep things moving.

Aboriginal Elders Advisory Group 

Engaging the City of Perth Aboriginal Elders Advisory Group regularly will be critical to maintaining cultural reverence. Their input will be particularly vital when articulating the role of Indigenous culture as part of the DNA of the Perth brand.

General Project Queries:
brand.perth@cityofperth.wa.gov.au

Steering Committee Chair:
Daniel.High@cityofperth.wa.gov.au