Welcome to Maitland with a big ‘m’.
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The letter and its arches, mirroring the city’s historic windows, will be used to promote the city in print, online and on signage in a push to rebrand the city.
It was adopted by Maitland City Council last night in an 11th hour presentation.
The big fuss however is on The Levee – Maitland City Council’s branding of the redeveloped Heritage Mall.
Council hopes “The Levee” will become a brand just as The Rocks, Docklands or South Bank are to tourism and shopping.
Council marketing manager Rachel MacLucas said council wanted a name that captured what the mall refurbishment was all about and that is connecting with the river.
“From these discussions The Levee was born,” she said.
“The Levee highlights the city’s connection to the river and the physical levee that is a feature throughout the entire Maitland local
government area, in particular the inner city.”
Brand Maitland is a key objective identified in council’s four year Delivery Program (2011-2015) and cost $54,000.
“It’s probably not a lot of money in this context,” Ms MacLucas said pointing to research, consultation and the various components of the brand. “I would suggest it’s actually good value.”
Council appointed Kent Woodcock Creative Solutions to undertake the project, which included consultation with both internal and external stakeholders and the community.
The brand attempts to fuse Maitland’s heritage and future.
The branding will be rolled out across Maitland in time on signs, on letterheads and online as part of an “holistic approach”.
“The master brand is designed with two arched windows – a common
fixture on many of the heritage buildings that can be seen across the city – and representation of a bridge or river along the top to create a classic style ‘m’,” Ms MacLucas said.
Branding for Maitland as a visitor destination will also visually complement the master brand, with the tag line “You’re Welcome”.
The first two brand pillars – Maitland City Council and the City of Maitland (tourism, leisure and economic development) will be rolled out in stages from December 5, 2012 to June 30, 2013.
The Levee will be introduced through a phased implementation process with all references to the development being replaced from now.
The Levee branding will not be rolled out until the mall refurbishment is complete.