Revitalising Upper Hunter: Council begins Place Branding project

Revitalising Upper Hunter: Council begins Place Branding project

Published on 29 April 2024

Upper Hunter Shire Council is excited to announce the commencement of a comprehensive place branding initiative aimed at defining the regional identity of the Upper Hunter. This exciting project, led by the renowned branding agency 'For the People', aims to capture the unique attributes of the Upper Hunter community to drive economic growth, increase regional recognition, and strengthen community ties. This project is proudly funded by the NSW State Government's Resources for Regions (Round 9) Program.

'For the People', known for their transformative work with regions such as The Blue Mountains and West Coast Tasmania, will guide this significant project, while working directly with the local community from the outset. The agency brings a wealth of experience and a collaborative approach to place branding that has consistently delivered both economic and social benefits to communities across Australia.

Project Scope and Community Involvement

The branding project includes a strategic examination of our region's unique attributes, strengths and potential, aiming to craft a coherent narrative that is developed with and for the people of the Upper Hunter. The approach will ensure locals are able to use and own the outputs of the work - making them participants in the transformation of their own community. The process will consider the region's heritage, diverse industries, and community stories, to create a sense of place that reflects each town's unique character, while helping to unite the Upper Hunter region.

Community input is vital to the project's success. Council, along with 'For the People', will engage extensively with neighbouring local government areas, local residents, business owners, and stakeholders to ensure the brand authentically represents the collective voice and vision of the Upper Hunter. There will be a series of community workshops and public consultations taking place across the region, to capture a wide range of perspectives and ideas.

Shaping the Future of the Upper Hunter

The place branding project is an important step in mobilising the region's Strategic Community Plan, with a strong focus on deepening connections between communities, empowering local businesses, and attracting more visitors and potential residents to the area.

The project will ultimately support the region's long-term vision of providing residents with a quality rural lifestyle in a vibrant, caring and sustainable community.

By engaging with residents in a meaningful and inclusive way, and tapping into the unique attributes and characteristics of our region, the project will provide a long-term place identity that adds tangible value to the community today, and well into the future.

Invitation to Participate

We are committed to ensuring that the new Upper Hunter brand will be something that each one of us can be proud of and rally behind.

All members of the Upper Hunter community are encouraged to participate in this project. Your stories, experiences, and perspectives are crucial in shaping a brand that truly represents who we are as a region. Please visit our website for announcements on how you can get involved in the upcoming community engagement initiatives.

For more information, updates on the project, and details on how to participate, please visit the dedicated project page upperhunter.nsw.gov.au/brand

For The People: https://www.forthepeople.agency/ / @forthepeople.agency

Related Information

• Upper Hunter Shire Council's Place Branding Initiative