The rich history of the area and recent migrant population growth has created an area steeped in cultural significance and diversity, from early Indigenous beginnings, through pioneering European and Asian settlers to recent migrants from all over the world, all have chosen to make the area their home in the land of opportunity.
One of the challenges for such a large, culturally and geographically diverse area is how you create a united sense of identity. Do people identify, know or even care what council or shire they live in, or do they just notice the City of Wanneroo when they have a parking ticket, or the bins are not emptied?
Midway through 2018 The City of Wanneroo put out a request for quotation amongst the WALGA panel of advertising, design and marketing agencies to develop a brand strategy for the city. Rare was delighted to be appointed and set out a process for discovery and development of a defendable, definable and deliverable strategic brand positioning for the City to own.
The positioning needed to be grounded in history and current truths and resonate with council staff and the community, but also be motivating and aspirational for the future.