Corio Village is part of the story of the transformation of Geelong from its industrial past into one of the fastest growing cities in the country. Once known for the Ford factory and heavy industry, Geelong’s undergoing a post-industrial revolution. Evolving industries and an attractive lifestyle are triggering new masterplanned neighbourhoods and the renewal of existing ones. Right Angle has been helping IP Generation rejuvenate the retail heart of Corio – Geelong’s largest suburb.

Beginning with an opportunity analysis and an audit of the current experience, we identified the core values of Corio Village and translated these into updated, desirable elements for the local community. Our brand strategy built on the local Geelong vernacular while repositioning Corio as the entrance to the coast and home to a dynamic, growing suburb. This involved the development of a new brand, marketing collateral and an ambience pack – a kit of parts and strategies to elevate the on-the-ground experience.

Working collaboratively with Ewert Leaf Architects, our final deliverables – including a new name, brand and experience package – will allow Corio Village to create a place that will make locals feel good about where they live and the positive evolution of Geelong.

Our brand strategy built on the local Geelong vernacular while repositioning Corio as the entrance to the coast and home to a dynamic, growing suburb.”

Details

Scope
Creative direction, strategy, branding, research

Client
IP Generation

Location
Corio, VIC

Year
2020

Collaborators
Ewert Leaf