Case Study

Snowy Valleys


Snowy Valleys Council

Services used in this project:

The Challenge

Teaming up with strategic partners Destination Marketing Store, Leonards was appointed through a competitive tender process to develop a new brand for the merged councils of Tumbarumba and Tumut. With different cultures and existing brands, the somewhat daunting challenge lay ahead of creating a new identity to be embraced by the two communities and council organisations.


Extensive community consultation was undertaken coupled with in depth audience research to develop the values, vision and archetypes for the new council body of Snowy Valleys Council. From there, three compelling creative concepts were created. These options were put to a community vote to ensure inclusiveness. Via an online portal or print postcard, members of the community had the chance to cast their vote. A clear winner emerged.


The inclusive and transparent approach to creating the new brand built confidence in the new council leadership while smoothing the way for the roll-out across all council assets and promotional collateral. Comprehensive brand guidelines were developed covering all applications of the new brand incorporating tone of voice for council communications.


Full list of services provided:

  • Branding
  • Community Engagement
  • Project Management
  • Creative Services
  • Media Campaign
  • Digital Production
  • Copywriting
  • Brand Guidelines Manual
  • Proposals/Quotes/Tenders