Brand Development

Our approach centred on creating a cohesive identity that could represent the collective region, rather than individual councils, while remaining flexible for future growth.

We developed six unique logo concepts, each supported by multiple visual variations. These explored a range of themes aligned to AMP-UP’s identity, including:

• The transition between regional landscapes and urban growth
• Natural elements such as sun and wind, reflecting openness and movement
• Subtle references to Indigenous heritage and connection to country
• Native flora found across the region
• The Avon River, including the swan as both a local and broader Western Australian symbol

Each concept was carefully designed to ensure it was inclusive of all member councils, avoided reliance on specific landmarks, and remained scalable should additional councils join the partnership.

The Chosen Logo

Following stakeholder review, a preferred direction was selected and refined in collaboration with the AMP-UP group.

Our team explored a range of colour palettes and visual treatments to strengthen the mark and ensure it reflected both vibrancy and professionalism.

The final identity features:

• A bold, bright blue base to represent clarity, trust, and regional strength
• A dynamic rainbow arc motif, symbolising diversity, growth and connectivity across the region
• A stylised swan, anchoring the identity in the Avon River while reinforcing a recognisable Western Australian icon

The result is a distinctive and adaptable logo that captures the partnership’s role as a unifying voice for peri-urban councils.

To support AMP-UP’s advocacy work, we extended the brand into a professionally designed letterhead template. This included the creation of a structured and easy-to-use Word template for council CEOs and representatives, with consistent application of branding across headers, footers and typography.

 

The result was a polished and practical document designed for formal correspondence, submissions and advocacy letters, ensuring AMP-UP presents a unified and credible voice in all external communications.