Brand Principles

So, what can be achieved with the proposed brand? What will guide the City's efforts in showcasing the city and the corporation?

For starters, it draws inspiration from the waterway that shaped the city's past – and energizes its present – as it continues to evolve for an ambitious, innovative, and thriving future (the promise).

It'll commit to sparking curiosity and reflecting a welcoming community rich in opportunity (the mission).

And this will be done through the values of community, resilience, ambition, and friendliness.

Community: We strive to build connections within the community by honouring our history and our land, demonstrating a warmth of spirit that's both felt and remembered.

Ambition: We problem-solve and pursue innovation with grit and determination.

Resilience: We embrace opportunities to blend our industrious roots with the evolution of new industries, charging into the future with a sense of optimism and purpose.

Friendliness: We see neighbours as family and tourists as friends and readily seize opportunities to extend kindness and goodwill their way.