Defining an altogether extraordinary destination

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Northern Beaches Council

Brand identity and illustration, created with Principals

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The challenge

Sydney’s Northern Beaches are a unique collection of natural landscape, exotic wildlife and thriving community. It’s home to over 250,000 people. In 2017, three councils (Manly, Pittwater and Warringah) came together to represent the Northern Beaches – and to find a new identity that would capture everything the area’s famous for. The newly formed council wanted to celebrate diversity, and give locals something to feel proud of. They had to give the community a new vision of leadership.

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The result

With the brand idea ‘Extraordinary Everyday’ driving the creative direction, we consulted over 2,000 people to explore how that idea could be brought to life. The result is a vibrant, colourful identity that captures their optimism and sunny outlook. We created a look and feel that includes symbols, icons, stories and an invitation to fall in love with the Northern Beaches.