The inner Sydney suburb of Redfern-Waterloo has launched a new brand in a bid to change some of the negative perceptions about the suburb as it undergoes significant change.
The new brand, which was conceived by marketing specialist Frost, is based on the shape of a smile and was developed in partnership with the local community through a series of interviews and workshops.
“A smile is a universal symbol of welcome, and captures a really positive feeling for the area,” said Frost CEO and creative director Vince Frost.
Frost strategic director Cat Burgess said the idea was to capture a ‘welcoming spirit’ that would encourage people to come to Redfern and surrounding suburbs of Waterloo, Darlington and Eveleigh.
“This was based on the insight that peoples’ perceptions of Redfern change significantly once they visit, but many currently don’t find it inviting due to outdated beliefs about the area.
“The idea of welcoming is also deeply connected to the rich indigenous history of Redfern and traditions of ‘welcoming to country’.”
Redfern has been the base of extensive government redevelopment in a bid to reduce the concentration of poverty and crime.
As a result the suburb has experienced a dramatic shift in property values.
Between 2005 and 2009 the median house price in Redfern increased from $547,000 to $757,000 – an increase of 38 per cent, according to the New South Wales government.
The latest figures from RP Data now put the median house price at $840,000.