Client: Bathurst Regional Council
Coyne & Co. Design were the successful tenderer (of 130 submissions) for the project and worked with Bathurst Regional Council to develop a new brand for Bathurst and surrounding regions. The community consultation process included workshops with all stakeholders including residents and businesses. The aim of the project was to develop a single brand and phrase that becomes a marketing tool for Council and the community alike in the promotion of the City.
The new brand based on the ‘Bathurst Copper Butterfly’ an endangered species, is unique to the Bathurst area. The butterfly has the movement, freedom of lifestyle and environmental focus. A safe, positive, beautiful statement. The new brand achieved uniformity and was well received by stakeholders and residents. Bathurst is positioned as the ‘new Hunter Valley’ with a cosmopolitan look and feel and is 'Full of Life'. The brand encapsulates the breath of cultural, recreational, environmental, educational, professional and lifestyle attractions on offer.
Just after the launch, Bathurst City Council amalgamated with nearby Evans Shire Council and the newly established Bathurst Regional Council took on the Bathurst butterfly brand.