contact
  • challenge
  • engage
  • create
  • build
  • nurture
  • place
  • corporate
  • development
Core Service
  • create
  • engage
  • build
  • place
  • corporate

G:Link

Creating a brand for the Gold Coast Rapid Transit

The Gold Coast is one of the fastest growing regions in Australia. Already the second largest city in Queensland, the population is expected to increase from 600,000 to over 800,000 by 2026 and more than 1 million by 2050. As one of Australia’s most popular tourist destinations, visitor numbers are also anticipated to grow beyond current numbers, placing an additional burden on already congested roads.

The Gold Coast City Council, Queensland Government and the Federal Government’s Department of Infrastructure and Planning invested in an integrated transport service - the Gold Coast Rapid Transit (GCRT) - to ensure the ‘Bold Future’ vision for a sustainable Gold Coast City.

In response to the Queensland Government’s PPP tender for the design, construction, financing and operation of the GCRT, Plenary Group formed the GoldlinQ Consortium with strategic partners Keolis, Downer, Bombardier and McConnell Dowell.

Unusually, the GCRT Request for Proposal gave bidding consortiums the option to consider the role branding could play in the communication and patronage objectives of the project. The GoldlinQ Consortium recognised the importance of creating an expression for the GCRT that positively engaged the local community and resonated with the future vision for the Gold Coast.

Gen.a worked with the GoldlinQ Consortium partners to develop a powerful brand strategy and visual identity to unify and differentiate the Consortium’s approach to the project.

Through our branding process we developed a new name for the project – G:link. Built around the brand essence and positioning of ‘naturally connected’, the visual expression of the brand brought to life the values and personality identified in the brand strategy.

GoldlinQ were the successful bidders and the new G:Link light rail system is on track for completion in 2014.

DATE 2010
CLIENT The Plenary Group
PROJECT G:Link Brand Strategy & Identity
INDUSTRY Transport & Infrastructure