A refreshed council brand that is more accessible for the visually impaired and articulates the aspirations of Noosa has been endorsed by councillors.
At Monday’s General Committee meeting, councillors agreed that after 30 years and to complement the soon to be released Corporate Plan, it was opportune to undergo a brand refresh for the organisation.
CEO Scott Waters said the Corporate Plan was a legislative requirement for council and given the extensive work on developing a new blueprint for council, it was timely to implement a more modern, flexible refresh of the council brand.
“The previous logo and branding has certainly served the organisation well, but as we move to an agile, contemporary organisation, it’s important
to respect the past and acknowledge the modern, professional approach of this council,” he said.
“This work has been done within the existing Corporate Plan budget and has had no impact on any other programs or initiatives,”
“The change really allows us as a major employer in the shire to show who we are, what we deliver and what we value.”.
Mayor Clare Stewart said the evolution of the brand has been truly a local affair with Peregian Beach based business Saturate providing its expertise.
“This work is part of the extensive CEO Roadmap, endorsed by councillors last year,” she said.
“As an organisation we continue to evolve beyond the pandemic to become a vibrant, progressive and agile council without losing sight of the things that make us unique,” she said.
Mr Waters said it was another key component of the extensive Noosa 2.0 change management program being rolled out across the organisation.
The brand refresh has been designed to respect the integrity of the iconic Boronia wildflower, which was part of the 1990 design, however consultants have provided a refreshed image and identity that clearly portrays a modern, agile and customer-centric organisation.
“This has been done within existing budgets, respects the integrity of the past and Saturate have done an exceptional job in representing our landscape, shire and natural environment,” he said.
The process included in-depth research and analysis of existing council strategies and results from the Liveability Survey by design consultants Saturate. A series of internal workshops helped inform the development of a unified brand strategy and architecture.
“Our dedicated team took a rigourous approach to distilling the essence of Noosa’s brand heritage and upgrading it to a dynamic and versatile new aesthetic,” Saturate creative designer Andrew Maccoll said. “The new refined boronia was derived from a deep analysis of the flower itself. It was important to us to respect the heritage of this beautiful place we call home yet also ensure the Noosa Council brand is future proof. We wanted to provide a brand the Council team can be proud of as they serve the shire.”
Mr Waters said council would implement the refreshed brand on a gradual basis as it replaces supplies, equipment and signage. Elements such as the website and social media accounts will be changed immediately.
“We are taking a conservative, cost-conscious approach to the rollout, however elements such as the website and social media accounts will be changed immediately,” he said.
