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Penrith is Here

Penrith City Council is the primary driving force behind the future vision for Penrith’s business, tourism, environment and social development. The Council is also is the brand guardian for the City’s image and reputation.

Achieving Regional City status has seen a number of strategic land use and development plans, including the Penrith City Centre Strategy, developed to meet the future growth challenges for the City. This also created the need to review the 2000 ‘Penrith Valley, River Mountains Lakes’ strategy and at the same time take the opportunity to address the Council’s own brand and marketing challenges.

In 2011 Penrith City Council engaged Gen.a to redevelop the brand to leverage Penrith’s economic and social development potential and take advantage of its Regional City status and growth potential in the Greater Sydney region.

Through a comprehensive stakeholder engagement process, Gen.a identified the opportunity to develop a fully integrated place brand strategy that puts people at the heart of the identity. The strategy has defined Penrith City’s most potent points of difference built around the City’s business, tourism, lifestyle and community offering. The ‘New West’ brand positioning also aims to instil a sense of pride across all sectors of the community.

Inspired by mapping symbols, the brand mark takes the form of a unique ‘P’ for Penrith. It is an inherently friendly, bold and immediately recognisable form that literally puts Penrith on the map. The strong use of orange as its core colour symbolises a shift away from traditional blues and greens and symbolises Penrith’s vibrant new attitude as the ‘New West’.

We have also supported Council in bringing the new brand to life through a range of initiatives including strategic communications initiatives such as the Discover Limitless Opportunities and Penrith Progression investment campaigns.

DATE 2011-2014
CLIENT Penrith City Council
PROJECT Brand Strategy & Identity; Communications Strategy & Implementation
INDUSTRY Local Government