08 Oct 2014
Together with Committee for Ballarat Chair, Judy Verlin, I had the privilege last night to launch our new Committee for Ballarat brand.
At a special event held for members and guests at the Spiegeltent, we launched an exciting new brand reflective of our growing regional role. In March 2014, we initiated a strategic review and commissioned Designscope to engage extensively with members and stakeholders on how our name and brand represents our wider regional community, In particular, what this means in terms of our role and purpose for and on behalf of our membership.
The review identified that whilst our current brand is strong, it doesn’t accurately reflect our thought leadership role and the regional community we represent. In addition, feedback indicated that whilst we identify key social, economic and environmental issues of our time and apply strategic thinking to solve them, outside of our membership base there is very little understanding about our role in supporting delivery of major projects that have long term impact on our region.
It was also evident that there is brand confusion with 3 organisations (Committee, Council & Commerce Ballarat) all occupying similar territory with similar sounding names. A clear message from the review is that there is power, authority and equity in the name “Committee for”. It is seen as part of a recognised and established national branding system of power and influence, ie: Committee for Melbourne, Committee for Sydney, Committee for Perth, Committee for Geelong etc. A strong recommendation from Designscope team was to retain and develop the Committee for Ballarat brand name and consider the inclusion of surrounding areas as a communication issue … not just a branding issue. The recommended design and brand tag, Committee for Ballarat – Thinking Ahead was subsequently endorsed by the MAC Sub-Committee and accepted by the Board.
Committee for Ballarat is committed to Ballarat and the region using vision, strategy, engagement and influence to help create a better future for Ballarat and beyond. Over the ensuing months, we will position our new brand through an extensive Communications Plan and with new visual standards and brand architecture applied. Our new website is currently under construction with many new and informative features being developed to support our work. This new website will be launched in 4Q 2014.
I would like to take this opportunity to thank Morgan Williams, Kim, Percy, Noelene Gration and David Mandara from Designscope and thank them for their work. They have demonstrated a strong understanding Committee’s brand, our work and have professionally applied this in delivering a progressive and contemporary brand in line with our brand values.
Welcome to our new Committee for Ballarat brand …. a brand that promotes the inclusion of all in our region and represents Committee and our members as a nucleus of ideas, charged and brimming with leading concepts and energy. http://www.thecourier.com.au/story/2610636/committee-for-ballarat-unveils-logo/?cs=62