DREAM big, Invercargill.
Dream Big is the new catchphrase for the city unveiled last night at the official launch of Invercargill’s new brand, phase one of a retail strategy designed to reinvigorate the city’s CBD.
Invercargill City Council city centre co-ordinator Kari Graber said the brand was “aspirational” and suggested “we are invested in us and you should be invested in us too.”
“I want the city to thrive and this will be a catalyst.”
The launch, held at the Civic Theatre, was attended by about 220 guests, including community and business leaders and the region’s three mayors.
Ms Graber said the new brand was different from others touted in the past because “it was so simple, it was clever”.
“It is iconic, timeless and emotive.”
The $150,000 project, including concept design and consultation, implementation, and permanent signage, had been funded through rates reserves, she said.
Wellington-based brand consultant Tim Christie said the brand was confident and bold without being fussy or pretentious.
“The result is quite elegant… and has a solid, confident, no-nonsense feel about it.
“It’s an opportunity for Invercargill as a whole to stand a bit taller and say look at us.”
As part of the new branding, six Southland heroes had been chosen as ambassadors to help promote the city – businessman/vintage vehicle collector Bill Richardson, land speed record holder Burt Munro, entertainer Suzanne Prentice, Olympic track cyclist Eddie Dawkins, Southern Steel netball captain Wendy Frew and long-serving Invercargill Mayor Tim Shadbolt.
Ms Graber said the ambassadors highlighted how anyone can dream big in Invercargill and be successful.
“The branding is about instilling a sense of pride in our city. We need to embrace everything that makes us different and special.”
A large permanent artwork was scheduled to be erected last night on the front of the former Pumpkin Patch car park on Tay St showcasing the city’s ambassadors in conjunction with the launch of the new brand.
Ms Graber said the ambassadors would also be used in advertising and on a new e-commerce website which would be launched in October.
Invercargill business owner Jane Stanton of The Seriously Good Chocolate Company had already incorporated the new branding into her packaging.
Ms Stanton said she was excited for the city that something was being done to help make it vibrant.
“The brand is something people outside of Invercargill will recognise. That is what we need.
“For me, it’s about the drive and passion of the people behind this brand who have made it happen, which will be the key to its success.”