11 June, 2019

Adelaide. Designed for Life.

This morning’s launch will feature a Welcome to Country from Jack Buckskin, immersive visual displays for guests to experience and music from our host, Cameron Goodall.

Adelaide. Designed for Life. is part of a place brand and messaging platform. It has been developed to help those who hold an interest in our city to have a consistent and common language and purpose for how we communicate Adelaide’s authentic stories and benefits.

In a competitive world, where places are vying for attention, a distinctive and authentic brand connects people to a place and helps build the identity and shape the reputation of how others view that place.

Adelaide. Designed for Life. will be used across marketing and communications platforms for all stakeholders who need to tell a story about the city or want to attract business, investment, visitors, residents and workers.

It provides a unique and authentic competitive advantage for Adelaide and can be embraced and used by anyone who wants to promote Adelaide. It is not a logo or a trademark, so has flexibility to be tailored to any business with a stake in our city.

Lord Mayor Sandy Verschoor said it was important for a well-articulated place brand to differentiate and position Adelaide in a fiercely competitive global marketplace.

“Adelaide. Designed for Life. provides a platform to focus our stories and our efforts for the benefit of Adelaide and its people,” said the Lord Mayor.

“In the previous term of Council, a process began to develop a city brand to capture and distil our unique identity. The outcome is a place brand that speaks to the very essence of our city, its history and opportunities to be realised.

“We believe that Adelaide. Designed for Life. will help us attract investment, people and ideas to deliver economic, sociocultural and environmentally sustainable outcomes.”

The City of Adelaide has worked closely with a range of stakeholders in developing the brand platform, with endorsement by Council in August 2018 and the Capital City Committee in November 2018.

Study Adelaide, DPC, SATC, SAHMRI and a range of other private and public sector businesses have since embraced the brand platform and its unique proposition. The City of Adelaide has developed a range of material that can be found on the Adelaide. Designed for Life. website and used by a range of stakeholders.

Matt Halliwell