Happiness Works Here

Happiness works here

North Sydney

North Sydney was described as dull, grey and boring. Building an experience map with businesses and residents, we discovered that North Sydney had much more to offer—a unique work/life balance.

Working closely with North Sydney Council, we performed an extensive audit to understand the precinct’s opportunities and how to take advantage of them. We saw that North Sydney combines the densest CBD in the country with green, harbour-fronted surroundings, offering a series of unique opportunities for a happy balance between work and play.
 Happiness Works Here
 Happiness Works Here
 Happiness Works Here

WE EMBEDDED THIS TRUTH INTO A NEW BRAND IDEA OF “HAPPY BALANCE”. A NEW VISUAL IDENTITY EXPRESSED THIS THROUGH COLOUR, GEOMETRY AND LOCAL IMAGERY. 

The logo populates “NTH SYD” with vibrant colour, geometric forms and local images. Leveraging the insights and opportunities the experience audit uncovered, the brand idea further drove a content and experience-driven campaign opening up new ways to engage and partner with local workers and businesses.
 Happiness Works Here
 Happiness Works Here

“HAPPINESS WORKS HERE” TRANSFORMED PERCEPTIONS IN JUST 12 MONTHS. ONCE DISMISSED AS DULL, GREY AND BORING, 81% NOW RECOMMEND NORTH SYDNEY AS A PLACE TO WORK.

High impact advertising promoted "Happiness Works Here". The #NTHSYD hashtag anchored community engagement. Businesses and customers could connect, start conversations and promote events. Our online content strategy focused on sourcing content from the community to represent the perspective of those who work in the area.
 
 Happiness Works Here
 Happiness Works Here

72%

extremely/very likely to feel North Sydney is more exciting 

52%

EXTREMELY/STRONGLY AGREE NORTH SYDNEY IS MORE LIVELY. 

 Happiness Works Here