Principals reflects the Indigenous roots of Campbelltown in new brand identity for the suburb

Branding agency Principals has created a new brand identity and strategy for Western Sydney suburb, Campbelltown.

The work was triggered by the Campbelltown Council’s Community Strategic Plan, which saw residents and businesses identify that the area needed a new image that better represented the change the suburb had recently experienced.

The new brand identity for Campbelltown

To complete the rebrand, Principals conducted a series of co-creation sessions, vox pops, drop-in clinics, workshops, online surveys and interviews, receiving feedback from over 1,000 people.

The Dharawl land on which Campbelltown stands was traditionally known as a meeting place for diverse people. This is reflected in the circular figure in the logo, that mirrors the Indigenous depiction of a meeting place, Principals said.

Campbelltown Council’s previous branding

Campbelltown mayor, George Brticevic, said in a statement: “This new identity belongs to everyone in our city. Our community told us what an honest representation of modern Campbelltown looks like and we have listened. Our new brand will help to continue attracting investment into the city and lets everyone know that we are open for business.”

Principals executive creative director, Simon Wright, said: “The new brand story and identity are just one step in achieving the broader vision for Campbelltown as it continues to attract economic and cultural investment that will contribute to the area being a destination of choice to live, work, and do business well into the future.”


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