Penrith City Council

Identity guidelines, Brochure, Video, Art direction
agency_Generation Alliance
Penrith logo, an orange map-pin P, in a forest beside an orange balloon
Penrith prospectus, a thick book with a forest cover and an orange balloon
Open Penrith brochure spread with a large orange circle
Penrith brochure spread with a bottling factory photograph and an orange balloon
Penrith brochure spread showing two people in a colourful building interior
Penrith logo on a desktop monitor against a forest photograph
Penrith brand pages: crowd, child, colour palette and photography layouts
Penrith image on a monitor beside a grid of balloon photographs

Recognised as a ‘Regional City’ by the New South Wales State Government’s 25-year plan, Penrith has an important role in contributing to the future growth needs of Greater Sydney.

A new brand identity was launched in 2011, putting people and community pride at the heart of Penrith. The new brand mark, inspired by mapping symbols, takes the form of a ‘P’ and literally puts Penrith on the map.

Following the launch of the new brand a prospectus brochure and short film were created as a platform to tell the unique story of Penrith, focussing on its features and benefits – a great place to live, work and do business.

The prospectus concept uses an orange balloon which draws inspiration from the brand mark – friendly, bold, a beacon of opportunity in the west. The balloon is anchored in different locations around Penrith. It is uplifting and has a sense of discovery, highlighting the people and the diversity of Penrith’s landscape from urban and industrious to natural beauty and space.

The project involved:

  • Concept creation
  • Art direction of photoshoot
  • Brochure design
  • Video