Northern Rivers NSW Brand has been born through a collaboration of partners. That’s the way we do things in the Northern Rivers. The Committee members who brought the vision to life are: Casino Food Co-Op (Northern Cooperative Meat Company), NORCO, Northern Rivers Food, Northern Rivers Joint Organisation, Regional Development Australia – Northern Rivers, Business NSW, Destination North Coast, Southern Cross University and Regional NSW. We are committed to ensure the region has a brand identity that lives long into the future.
Northern Rivers NSW, as a brand, represents a region endowed with beautiful and world renowned natural assets. It has a history of strong community connectivity with its land, culture and people.
The brand story is ambitious in its goal to represent the whole of the Northern Rivers region, from Tweed in the north to Grafton in the south, Casino and Kyogle in the west and east to the coast through Lismore to Ballina and Byron. We have taken this challenge as our opportunity to position Northern Rivers NSW for its diversity and breadth of experiences and attributes.
Our region is already internationally recognised for a clean, green and sustainable approach to business. Our brand brings it together under a single identity. Click through here to join Northern Rivers NSW.
The individual attributes of the brand essence can be encapsulated in six key areas, with ‘Nature’ and ‘Connection to Community’ at the centre and ‘Culture/Creativity’, ‘Food’, ‘Business/Enterprise’ and ‘Lifestyle’ rounding out our brand essence.
The brand story and its purpose, to create and promote opportunities for the region, has a four-pillar strategy:
For a Northern Rivers NSW brand to be truly inclusive of all sectors, it needs to be about what we believe in, more than just our geography.
A successful and meaningful regional brand is firmly founded in its values. These values not only help give birth to creative solutions, they also create a set of standards for our community, businesses and organisations to believe in and rally around. These values are guiding principles in imagining and planning for the kind of future we’re going to create for ourselves as a region.
The Five Core Brand Values, outlined together, provide real meaning, emotional connection and direction for the Northern Rivers NSW brand.
From environmental sustainability, to leading the way in collaboration and cooperation, we’re a community minded, culturally diverse place that values freedom and authenticity. Our values are entrenched in the way we live, create, connect and welcome others. Our entrepreneurial spirit across all sectors is underpinned by an impressive network of organisations and educational institutions, and very importantly, our region celebrates our indigenous cultural heritage – past and present.
The official and only version of the brand name will always include ‘NSW’ to fully spell out ‘Northern Rivers NSW’.
Our region has a select variety of ‘descriptors’ including ‘Near Byron’, ‘Northern NSW’, ‘The Far North Coast’, ‘The Northern Rivers’, and ‘The North Coast’. Given the variety of descriptions, many people within and outside of our region can be unsure about where the Northern Rivers is, or where its specific boundaries lie. It’s imperative that we locate it by embedding ‘NSW’ in the name.
See how Northern Co-Operative Meat Company has integrated the Northern Rivers NSW branding with their existing marketing materials.
See how Northern Rivers Food are implenting the Northern Rivers NSW branding across their digital collateral.
TRADE MARK:
Class 42: Association services being the certification of goods or services provided by licensees of the association; certification of quality or standards; certification of promotion of the Northern Rivers NSW area
Priority Date: 25 March 2020
Owner: Regional Development Australia-Northern Rivers Incorporated
TRADE MARK:
Class 42: Association services being the certification of goods or services provided by licensees of the association; certification of quality or standards; certification of promotion of the Northern Rivers NSW area
Priority Date: 25 March 2020
Owner: Regional Development Australia-Northern Rivers Incorporated