Branding project complete

Docklands will be promoted as the “city on the waterfront”, following the outcome of a two-month branding project.

Commissioned by Destination Docklands and the Docklands Chamber of Commerce, the project, by Brand Clarity’s John Douglas involved discussions with a range of local business and community stakeholders.

Presenting his findings at the October 29 Docklands Community Forum, Mr Douglas said the objective was to help Docklands with its messaging by creating a statement, rather than a slogan or logo.

“We are looking for a central, core idea to allow any Docklands messaging to feel like it’s coming from the same place.”

The “core idea” developed through the project was: “The city on the waterfront, giving you a fresh perspective of urban life”.

According to Destination Docklands CEO Anita Donnelly, the aim of the project was to review previous research and messaging projects and undertake a community consultation in order to find a way to articulate the Docklands brand.

She said this consultation included Docklands Community Forum members, local stakeholders, the Docklands Chamber of Commerce executive and her board.

“Destination Docklands will use the results of the project in our messaging, new website theme, future media comments, marketing activity and event development,” she said.

Docklands Chamber of Commerce president Joh Maxwell said the chamber planned to hold sessions in the new year explaining how the results of the branding project could be used to ensure messaging consistency across Docklands’ business community.

“We plan to run business development and communication sessions with our members to show them the results of the project and explain how they can use it in the day-to-day running of their businesses,” she said.

“This will ensure a continuity of messaging across our local businesses.”