Launceston Brand Development

Branding Development

Services

Branding Strategy, Visual Identity Refresh, Brand Guidelines

An in-depth brand strategy and city positioning for Tasmania's Queen of the North.

The City of Launceston engaged Lance Montana to review and modernise its corporate brand identity. Our team wrapped up in winter woollies and travelled to a chilly Launceston, where we spent several days getting to know the city and its people. Following an in-depth workshop with the City of Launceston Council, we returned to Brisbane and immediately set to work on developing a refreshed brand positioning and identity to support their future success.

One of the most valuable outcomes of our brand strategy process is providing our client's teams with clarity and focus, helping them to move forward with a clear and meaningful direction.

Sam McNaught, Brand Strategist at Lance Montana

Brand Evolution

Since the City of Launceston Council was not experiencing an identity crisis and its brand was deeply embedded in the city, we recommended evolving the existing brand to establish a compelling city positioning. Often, businesses assume they need a rebrand when, in fact, they simply need to evolve, refine, and develop. Our strategy focused on helping the Council articulate what makes its brand unique and define an effective and meaningful way forward.

Defining Distinction Through Strategy

A core objective of our work with the City of Launceston was to strategically define the distinction between the Corporate Brand and the Place Brand. We facilitated a collaborative workshop with Council stakeholders to surface key insights, which informed a deep strategic analysis and brand positioning framework.

This process led to the creation of clear, outcome-driven guidelines and brand personas: the Corporate Brand as The Coach – dependable, balanced, and supportive; and the Place Brand as The Proud Ambassador – curious, welcoming, and outward-looking. These strategic foundations ensure both brands can operate with clarity and cohesion, aligned to the city’s long-term vision.