Located in Victoria’s famous Western District, the Southern Grampians Shire Council boasts a rich history and thriving local economy. The physical and services hub of the shire is Hamilton, a thriving regional centre of over 10,000 people. Hamilton and the surrounding towns offer a wealth of services, historic architecture and outstanding lifestyle opportunities.


Seventeen years after the SGSC was formed from the merger of nearby towns, many in Hamilton felt it had lost its identity. A declining population and competition for investment and workers from nearby towns meant the Shire faced an uncertain future.

Brand Hamilton communications and PR campaign


Following a competitive public tender, Icon was appointed to lead a comprehensive brand review for the Shire. Icon’s expertise in communications, stakeholder engagement and brand transformations made us the ideal partner for this complex and politically sensitive task. Over six months, Icon designed and implemented a multi-tiered engagement and branding program that included focus groups, community workshops, online polls and questionnaires.


In mid 2013 the Council approved a new name and positioning for the Shire’s new live, work, invest brand: Greater Hamilton. One place, many possibilities. The final two logo designs were put out for public consultation.