Logo conveys bigger picture

Tree changers want to know the real story when considering relocation, according to local woman Mhairi Fraser.

She says simple, clear messages and an identifiable brand are just some ways to promote the wealth of assets and opportunities at our doorstep.

Mrs Fraser and husband Peter moved to Goulburn from Sydney nearly two years ago and have never regretted the decision.

Now they’re on a treechanger working group coming up with ways to lure this booming sector to Goulburn Mulwaree.

Mrs Fraser outlined the strategy at an economic development and tourism advisory committee meeting last Tuesday.

One of its components is a logo, picking up an already recognisable image employed by Goulburn Mulwaree Council.

“During consultation with two advertising agencies in Sydney and Canberra, both said Goulburn didn’t have a clear brand and it needed to be identified,” Mrs Fraser told the meeting.

The wording - ‘Goulburn Australia’ - was chosen to convey confidence, ambition and a progressive attitude.

Designers also wanted Goulburn people to feel connected to a bigger picture.

“Goulburn is quintessentially Australia,” Mrs Fraser said.

Green represents the rolling hills and blue, the water, helping to counter Goulburn’s dry image.

It can also be adapted using a series of suggested ‘taglines’.

They include: ‘A sustainable living community;’ ‘Where lifestyle and opportunity meet;’ ‘Community of towns and villages;’ ‘Historical region and first inland city;’ ‘First inland city and city of firsts;’ ‘An awesome place to live and be.’

The overall message is that Goulburn Mulwaree offers country lifestyle that combines location, price, heritage and potential for environmental sustainability.

Mrs Fraser said the latter had enormous potential to develop Goulburn and give tree changers a reason to stay.