Upper Hunter Shire Council's Place Branding Initiative

  • Project typePlacebranding
  • Project valueFunded by the State Government Resources for Regions Program
  • Contractor nameFor the People
  • Completion Date01 October 2024
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Welcome to Our Journey

Upper Hunter Shire Council is proud to announce an exciting new chapter in our region’s story with the launch of a comprehensive place branding initiative. In partnership with the acclaimed branding agency 'For the People', we are embarking on a strategic endeavor to redefine the identity of the Upper Hunter, enhancing its appeal and uniting its diverse communities.

About the Project

'For the People', celebrated for their transformative impact on regions like The Blue Mountains and West Coast Tasmania, bring their expertise to the Upper Hunter. This initiative is designed to delve deep into the unique qualities and aspirations of our communities, reflecting and celebrating what makes our region distinct and appealing.

Project Vision and Scope

Our aim is to develop a brand that embodies the region's heritage, industries, and community spirit, creating a unified identity that resonates both locally and beyond. This will involve:

  • Strategic Analysis: Evaluating our region’s attributes, strengths, and potential.
  • Community Collaboration: Ensuring the branding reflects the voices and visions of our residents.
  • Narrative and Identity Creation: Crafting a compelling story that unites and defines the Upper Hunter.

A Message from Mayor Maurice Collison

“I am thrilled to lead our community into this transformative branding journey. This is an opportunity for us all to come together, contributing to a narrative that captures the essence of our region. Your stories and experiences are vital in shaping a brand that we can all take pride in. Together, let's build a future for the Upper Hunter that reflects our true spirit and potential.”

Get involved - Brand Exhibition

From the very beginning, this project has been about you—the residents, businesses, and stakeholders who make the Upper Hunter such a vibrant and unique place. Through workshops, discussions, and immersive experiences across our region, we’ve gathered invaluable insights that have shaped the creative directions now ready to be unveiled. But our journey isn’t over yet.

As we prepare to reveal these creative concepts, your input is more crucial than ever. This brand will represent the very essence of the Upper Hunter—our heritage, our industries, and our community spirit. We want to ensure it reflects the voices and visions of those who live and work here. This is your opportunity to help shape the final outcome and ensure it’s something we can all be proud of.

Join Us at the Brand Identity Exhibitions

We are hosting four local drop-in sessions in August, where you can explore the two potential creative directions, ask questions, and share your feedback. Your participation will bring this project full circle, ensuring that the final brand truly embodies the collective identity of our region.

Why Attend?

• Explore: Discover two potential creative directions for the region’s brand identity.

• Engage: Ask questions, provide feedback, and participate in the discussion.

• Influence: Make sure your voice is heard and that the new place identity reflects the values and aspirations of our community.

Exhibition Schedule

• Muswellbrook
    • When: Monday, 19 August, 4–7pm
    • Where: Donald Horne Building, Bridge St

• Murrurundi
    • When: Tuesday, 20 August, 4–7pm
    • Where: CWA Hall, Mayne St

• Merriwa
    • When: Wednesday, 21 August, 4–7pm
    • Where: Old Library Building, Bettington St

• Scone
    • When: Thursday, 22 August, 4–7pm
    • Where: Campbells Corner, Kelly St

Register your attendance

Contact Us

For more information or to get involved, please contact:
Luke Tuxford, Communications Coordinator
Email: ltuxford@upperhunter.nsw.gov.au
Phone: 02 6540 1100 

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