Mandurah’s growth and community story have been reflected in a brand refresh for the City of Mandurah, creating a clear and shared vision for the organisation and the people it serves.
The new brand strategy and identity have been developed in line with the community vision and aspiration from the Mandurah Matters project, in which the City uncovered what drives its people and community, ultimately creating a shared, citizen-led vision for the future.
The next step is for the City’s organisational brand to capture and reflect this vision, and instill a greater sense of pride about how the City supports, advocates and delivers to the community.
The new brand encompasses stories and elements to represent a future vision, which is:
‘We are built in nature - a meeting place surrounded by unique waterways, where the wellbeing of our people and our environment are nurtured; where business in the community can thrive and entrepreneurship is celebrated. We will be the place where a thriving regional city and the heart of a village meet. This is our Mandjoogoordap.’
Mandurah has come a long way since becoming a city in 1990, and while the City has matured, the way it presents itself and communicates, has not.
The City has never had a comprehensive brand strategy, and had not had a logo refresh for close to 20 years.
The flexible overarching brand strategy will allow the City to speak with one voice about the many things it delivers for and with the community.
It will also enable the City to communicate clearly and consistently, which was a priority outcome from the Mandurah Matters community engagement process.
Central to Mandurah’s story are the environment and waterways, as well as the spirit of our meeting place, or Mandjoogoordap