Adelaide. Designed for Life.

These words are the heart of Adelaide—our past, present and most importantly, our future.

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Adelaide is a city with big plans for the future. Adelaide. Designed for Life. is the platform on which those plans will be built.

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The role of the city brand, Adelaide. Designed for Life., is to unify, motivate and inspire all to share a common voice when promoting Adelaide.

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Thoughtfully and purposefully designed from the start to empower people to live the life they want to live, Adelaide is a city that puts the wellbeing of its community first. Discover the story of why Adelaide is a city designed for life.

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Shaping South Australia's Capital City Together

Steven Marshall MP
Premier of South Australia

Hon. Steven Marshall proudly shares his thoughts on the power of an effective brand to position Adelaide on the world stage, and how Adelaide. Designed for Life. sets an exciting vision for the future.

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What people are saying

“Designed for Life speaks to the essence of the city of Adelaide’s past, present and future. I believe the truth embodied in this message will be embraced by those who have a shared ambition in seeing Adelaide continue to flourish."

Sandy Verschoor, Lord Mayor of the City of Adelaide

“The prospect of a city brand that has the potential to elevate Adelaide's profile internationally is exciting. A unifying and distinct destination proposition and consistent language and messaging will allow us to achieve cut through in an increasingly cluttered and competitive global environment."

Karyn Kent, Chief Executive, StudyAdelaide

Adelaide. Designed for Life. is inspired by the people of the city. It builds on Adelaide's proud past and bright future and will continue to shape our city into one that is designed for life. 

Stories of our city at Adelaide Living

When we share our stories and ideas, Adelaide's brand story gains depth, meaning and momentum as more people come to recognise and share their experiences about Adelaide as a city that is designed for life.

Talk to us about the why, when and how to promote your brand while articulating Adelaide's strategic positioning and differentiating characteristics to compete globally for investment, people and ideas.

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Telling our story

Adelaide has a great story to tell and share. Adelaide. Designed for Life. is a new positioning but it's what defined Adelaide when she was just a plan drawn on a sheet of paper. It will be the foundation on which Adelaide continues to grow and prosper. When we share our stories and ideas, Adelaide's brand becomes that much stronger.

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