Project Scope

Strategy Branding Campaign Website Photography Videography

Industry

Government Council Tourism Economic

We are excited to showcase this exceptional project that began as a brand strategy to reposition Logan City Council and ultimately resulted in the creation of a dynamic new brand identity, a powerful city pride campaign and an engaging editorial style website.

Our strategy was to empower City of Logan to own their rough edges; to stand proud as a beautiful work-in-progress and take pride in being a little rock n roll. Because pretending to be something you're not was never an option, and let's face it, no one ever called them boring.

“Council brands are typically conservative, but not this one! It’s a creative and colourful brand with empathy, energy, attitude and diversity at its core.”

LLOYD SEYMOUR, CREATIVE DIRECTOR
City of Logan - Proud City Campaign

Proud City Campaign

Our brief was to create a campaign that would inspire optimism within the community and collaborate with council to develop a positive narrative for the city whilst launching their new brand at the same time.

Map Creative developed the Proud City campaign to empower Logan to own their rough edges; to stand proud as a beautiful work-in-progress.

We shot video and photography of Logan’s many colourful characters and communities. From a Criminal Prosecutor turned Image Consultant to an Afghani child refugee turned women’s Soccer Coach, we listened to their stories and created content to shine a light on the incredible contributions they make.

City of Logan - Proud City Campaign Photography

“You can’t force authentic. You can’t fake real. It takes tenacity to know yourself in the face of judgement.”

PROUD CITY CAMPAIGN SCRIPT
City of Logan - Proud City Campaign
City of Logan - Proud City Bus Stop
City of Logan - Proud City Social Media

“From a Criminal Prosecutor turned Image Consultant to an Afghani child refugee turned women's Soccer Coach, we captured the many positive contributions everyday locals are making. ”

City of Logan - Proud City Campaign OOH
City of Logan - Proud City Campaign - Social Media
City of Logan - Proud City Campaign - OOH