BY JESSICA ROUSE
You’ve seen it around before, but not like this. Upper Hunter Country has launched its official place brand based around the collective stories of the Upper Hunter region.
Both the Muswellbrook Shire Council and Upper Hunter Shire sit on the Upper Hunter Country Tourism Association board and have worked on the new place brand encapsulating the essence of the Upper Hunter with input through consultation with the local towns and villages.
Shaelee Richards, Director of Community and Economy at Muswellbrook Shire Council said the place branding gives the region a collective voice.
“It’s a new identity; it demonstrates what makes us special and all the things we love about the Upper Hunter.
“It really starts to give us a voice as a destination, a place to live and a place to work and we’re really excited for the Councils, Upper Hunter Country Tourism, the businesses and locals to get behind it and promote the region and themselves,” she said.
The place brand is essentially a toolkit that includes colour, typography, a fresh logo, illustrations, texture, photography and a strategy that can be used by local businesses, community groups, event organisers and locals to promote Upper Hunter Country.
There’s also a narrative talking about where you’ll find the “real country” where “nothing’s for show. Everything contributes to our way of life – from the Hunter River headwaters to the Highland Games, the rich black soil to the rodeos. Rural skills are passed down, and sleeves are rolled up”.
“If you want to ground yourself in real country – for a little while or a lifetime – then all you need to do is find your way back through the gateway… back to us. Return to the roots. The Upper Hunter.”
“It’s about the destination; it’s about the community and its about our place,” Shaelee added.
“The Councils will play a part in bringing the brand to life, but we need businesses and everyone to adopt it and align behind the brand because it’s an exciting opportunity to be a one stop destination for everyone.”
You can download the toolkit through the Councils websites.
