description
While Communications Manager at Sutherland Shire Council - a large suburban council in the south of Sydney, NSW, Australia - I successfully implemented a much-needed re-branding program. The re-branding was designed to streamline the diverse organisation's marketing communications and present a consistent corporate identity in order to reduce costs and improve the community's awareness of the services, businesses and programs provided by Sutherland Shire Council. The complex project required high-level leadership, change management, communication, design, negotiation and people skills. At the Government Communications Australia Conference in Canberra in 2011 I made this presentation about the PR impact of a disparate and fragmented brand and the challenges overcome in the journey to establish a cohesive corporate identity for the second-largest council in New South Wales.