Campbelltown's new narrative

Published on 21 August 2019


Campbelltown is entering an exciting new era with the launch of a new brand and identity today.

The brand is a dynamic and genuine representation of the city as a place where opportunity comes to life.

The project has created a new narrative for the city which is unique and easily identified as Campbelltown.

More than 1000 people were involved in the development of the brand during six months of community consultation, speaking about their lived experience of Campbelltown through workshops, focus groups, interviews and surveys.

Mayor George Brticevic said the new brand represents the welcoming, direct and generous nature of the community.

“The time is right for our community to tell its own story within the changing Western Sydney landscape” said Mayor Brticevic.

“This new identity belongs to everyone in our city. Our community told us what an honest representation of modern Campbelltown looks like and we have listened,” he said.

“Campbelltown’s natural landscape, people, connectivity, culture and businesses often surprise visitors. We are going to be more bold, direct and clear about what’s happening here so that everyone who comes into contact with us is left knowing how great this place is.”

Cr Brticevic said the brand would also send a message that Campbelltown is a welcoming place for businesses wanting to make the most of the opportunities in the Western Parkland City.

“This is a watershed moment. Our new brand will help to continue attracting investment into the city and lets everyone know that we are open for business,” he said.

“This is just one step in achieving a broader vision for Campbelltown’s future.”

The visual identity symbolises the city as a meeting place for people from around the globe, coming together to welcome and inspire each other, and then bringing their own opportunities to life.

It shares inspiration with this Dharawal land, through its linkages to the natural environment and its spiritual connection to the place and its surroundings.

The stylised “C” represents a city bursting with potential and how people from all works of life can come together to create opportunity in many shapes and forms.

The complete identity includes a new visual design and language style guide for promotional and communications material for the city that will be implemented this year.

Branding design agency, Principals worked with Council to create the new brand and visual identity for the city.