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Northern Beaches Council

The task

The Northern Beaches Council was formed by the merger of three councils; Pittwater, Warringah and Manly. The new identity for the organisation and the process had to engage as many people as possible from the three  areas, both in the thinking behind the brand strategy and in the creation of the new identity. It had to be representative of the area.

The insight

The Northern Beaches Council was fortunate; the place Northern Beaches was already highly recognised and  much loved by residents of all three councils and well known to Sydneysiders. It’s known for its nature (beach and bush), its relaxed lifestyle and its strong sense of community, which manifests itself in a love of the outdoors, no boundaries to socialising, high levels of volunteering and an entrepreneurial spirit. We consulted widely to understand the culture of the Northern Beaches and we identified their essential nature as ‘altogether extraordinary’.

The solution

The new identity is based on a symbol of a wave. But no ordinary wave.
This wave is made up of numerous symbols that are at the heart of the place. We consulted community groups across the area to find out which symbols best represented the area. They included the pelican, the weedy seadragon and the surfboard. And we agreed a symbol that speaks for everyone and that many people have spoken for. Over 2000 people across the three former council areas were engaged in giving their opinions, taking part in workshops and advising on the new brand.

The new identity was launched on 26 July 2017.