A renewed push is underway to invigorate community spirit and attract fresh opportunities across Perth and Kinross, as local authorities prepare to roll out an ambitious new branding initiative. Dubbed “Live Life Well,” this campaign aims to cultivate a stronger sense of local pride among residents and present a compelling image to visitors, businesses, and potential investors.
This comprehensive rebranding effort, which will be presented to councillors next week, features two distinct but complementary messages. The overarching theme, “Live Life Well,” is crafted to resonate with both those who call Perth and Kinross home and those exploring its scenic beauty and vibrant towns. It encapsulates the region’s quality of life, natural environment, and the diverse experiences it offers.
Complementing this, a second motto, “Innovative, Sustainable, Connected,” targets a different but equally crucial audience: businesses and investors. This message highlights the area’s strategic advantages, emphasizing its forward-thinking approach, commitment to environmental responsibility, and excellent infrastructure for growth and collaboration. A Journey of Renewal: From Concept to Community Impact
The journey towards this revitalized identity began earlier, with initial branding concepts commissioned in 2018. The original initiative, known as “The Story,” was developed by the Perth City Development Board, engaging an external agency to conduct extensive research, including focus groups, workshops, and numerous interviews. While the initial feedback was positive, and the work deemed high quality, its implementation struggled to gain the necessary momentum and widespread adoption across the private sector.
Several factors contributed to these early challenges, including the unforeseen global disruptions of the pandemic, limited available resources, and a lack of a clear, dedicated structure to champion the brand’s progression. These hurdles prevented “The Story” from achieving the visibility and community integration it truly needed to thrive.
However, council leaders remain optimistic about this renewed endeavor. They firmly believe that, with robust leadership, active community participation, and consistent political endorsement, the “Live Life Well” brand can evolve into a powerful, enduring asset for the entire region. It’s envisioned as a unifying force that will not only bolster local pride but also stimulate significant investment, attract talent, and drive sustainable economic development for the long term. Visionary Marketing: Illuminated Landmarks and Strategic Promotion
Exciting visual representations of the branding’s potential impact will be showcased to the Economy and Infrastructure Committee. Among the innovative marketing concepts are plans for striking illuminated signs in prominent locations, similar to the popular installations seen in major Scottish cities like Aberdeen and Edinburgh. Imagine a dazzling ‘Perth’ sign illuminating the city centre, or vibrant ‘Kinross,’ ‘Blairgowrie,’ ‘Crieff,’ or ‘Aberfeldy’ displays gracing their respective towns, becoming new focal points for local identity and tourist engagement.
Further designs illustrate how the branding could be seamlessly integrated into promoting key attractions, from the historic grandeur of Scone Palace to the stunning Drummond Castle Gardens. These visual proposals underscore a commitment to showcasing the diverse appeal of Perth and Kinross, from its rich heritage to its breathtaking natural landscapes like Kinnoull Hill, and its thriving local businesses.
The council’s dedicated business, place, and investment team has taken the reins of this refreshed branding project. Their strategy aims to empower the council and its partners, such as Perth City and Towns and Invest in Perth, to effectively promote the region to a wide array of audiences through various communication channels. The ultimate goal is to present a cohesive and attractive image that highlights the unique strengths and opportunities within every corner of Perth and Kinross. A Collective Effort for Future Growth
While the journey towards a fully embedded place brand is a continuous process, with full implementation anticipated to take at least two years, the current momentum is strong. The commitment from local authorities reflects a deep understanding of the need for a confident, unified identity to thrive in an increasingly competitive landscape. This long-term vision is about more than just marketing; it’s about fostering an environment where residents feel connected and proud, and where businesses and visitors see a clear path to success and enjoyment.
The upcoming discussion at the Perth and Kinross Council’s Economy and Infrastructure Committee, scheduled for Wednesday, November 19, starting at 1pm, marks a significant step in formalizing this forward-looking initiative. It represents a collective aspiration to ensure Perth and Kinross continues to be a place where everyone can truly “Live Life Well.”
This comprehensive rebranding effort, which will be presented to councillors next week, features two distinct but complementary messages. The overarching theme, “Live Life Well,” is crafted to resonate with both those who call Perth and Kinross home and those exploring its scenic beauty and vibrant towns. It encapsulates the region’s quality of life, natural environment, and the diverse experiences it offers.
Complementing this, a second motto, “Innovative, Sustainable, Connected,” targets a different but equally crucial audience: businesses and investors. This message highlights the area’s strategic advantages, emphasizing its forward-thinking approach, commitment to environmental responsibility, and excellent infrastructure for growth and collaboration. A Journey of Renewal: From Concept to Community Impact
The journey towards this revitalized identity began earlier, with initial branding concepts commissioned in 2018. The original initiative, known as “The Story,” was developed by the Perth City Development Board, engaging an external agency to conduct extensive research, including focus groups, workshops, and numerous interviews. While the initial feedback was positive, and the work deemed high quality, its implementation struggled to gain the necessary momentum and widespread adoption across the private sector.
Several factors contributed to these early challenges, including the unforeseen global disruptions of the pandemic, limited available resources, and a lack of a clear, dedicated structure to champion the brand’s progression. These hurdles prevented “The Story” from achieving the visibility and community integration it truly needed to thrive.
However, council leaders remain optimistic about this renewed endeavor. They firmly believe that, with robust leadership, active community participation, and consistent political endorsement, the “Live Life Well” brand can evolve into a powerful, enduring asset for the entire region. It’s envisioned as a unifying force that will not only bolster local pride but also stimulate significant investment, attract talent, and drive sustainable economic development for the long term. Visionary Marketing: Illuminated Landmarks and Strategic Promotion
Exciting visual representations of the branding’s potential impact will be showcased to the Economy and Infrastructure Committee. Among the innovative marketing concepts are plans for striking illuminated signs in prominent locations, similar to the popular installations seen in major Scottish cities like Aberdeen and Edinburgh. Imagine a dazzling ‘Perth’ sign illuminating the city centre, or vibrant ‘Kinross,’ ‘Blairgowrie,’ ‘Crieff,’ or ‘Aberfeldy’ displays gracing their respective towns, becoming new focal points for local identity and tourist engagement.
Further designs illustrate how the branding could be seamlessly integrated into promoting key attractions, from the historic grandeur of Scone Palace to the stunning Drummond Castle Gardens. These visual proposals underscore a commitment to showcasing the diverse appeal of Perth and Kinross, from its rich heritage to its breathtaking natural landscapes like Kinnoull Hill, and its thriving local businesses.
The council’s dedicated business, place, and investment team has taken the reins of this refreshed branding project. Their strategy aims to empower the council and its partners, such as Perth City and Towns and Invest in Perth, to effectively promote the region to a wide array of audiences through various communication channels. The ultimate goal is to present a cohesive and attractive image that highlights the unique strengths and opportunities within every corner of Perth and Kinross. A Collective Effort for Future Growth
While the journey towards a fully embedded place brand is a continuous process, with full implementation anticipated to take at least two years, the current momentum is strong. The commitment from local authorities reflects a deep understanding of the need for a confident, unified identity to thrive in an increasingly competitive landscape. This long-term vision is about more than just marketing; it’s about fostering an environment where residents feel connected and proud, and where businesses and visitors see a clear path to success and enjoyment.
The upcoming discussion at the Perth and Kinross Council’s Economy and Infrastructure Committee, scheduled for Wednesday, November 19, starting at 1pm, marks a significant step in formalizing this forward-looking initiative. It represents a collective aspiration to ensure Perth and Kinross continues to be a place where everyone can truly “Live Life Well.”