Frost* discovers the essence of Redfern and Broken Hill in two new branding solutions.
March 11th, 2011
Creative studio Frost* is well-known for lending its vision to a diverse range of media and projects.
Among its most recent endeavours is a re-branding of the inner-Sydney suburb of Redfern and the regional centre of Broken Hill.
Frost* was commissioned last year by the Roll Up Redfern Group – comprising representatives from the City of Sydney, Redfern-Waterloo Authority, South Sydney Business Chamber, Souths Rabbitohs and community group REDWatch – to change some of the misperceptions that have blighted Redfern’s public image.
After extensive market research, interviews and workshops with local communities, Frost* developed a brand solution (logo pictured above) that will be used throughout the local community.
“Our idea came down to the need to capture a ‘welcoming spirit’,” said Catriona Burgess, Strategic Director of Frost*.
“This was based on the insight that people’s perceptions of Redfern change significantly once they visit, but many currently don’t find it inviting due to outdated beliefs about the area. The idea of welcoming is also deeply connected to the rich indigenous history of Redfern and traditions of ‘welcoming to the country’.”
The new brand in action on the Redfern Oval
Burgess describes the rise of destination marketing as a realisation of the importance of “creating an emotional connection with the consumer.”
For design/creative companies, this approach requires the type of thinking that is intuitive to what they do – “engaging with creativity to make a difference to businesses in terms of their bottom line.”
Finding a fundamental point of truth, or the “heart and soul of somewhere,” provides the insight to “close the gap in perceptions” that may be limiting a location’s potential, says Burgess.
Frost* is now in the early stages of a re-branding of regional centre Broken Hill, after travelling to the area in January to get a feel of the culture and history.
“Projects like this are dream jobs,” says Burgess.
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