The City of Mandurah is hoping to share its positive story in a new way, with a brand refresh to kick start the next decade.
Reflecting the City's growth and community story, the new logo and comprehensive brand strategy aims to create a clear and shared vision for the future of Mandurah.
Councillors voted unanimously to approve the new brand, which has been in development since 2015, at a council meeting on December 17.
"We are built in nature - a meeting place surrounded by unique waterways, where the wellbeing of our people and our environment are nurtured, where business in the community can thrive and entrepreneurship is celebrated," the new vision of Mandurah reads.
"We will be the place where a thriving regional city and the heart of a village meet. This is our Mandjoogoordap."
We are built in nature - a meeting place surrounded by unique waterways, where the wellbeing of our people and our environment are nurtured, where business in the community can thrive and entrepreneurship is celebrated.
- City of Mandurah's future vision
The new local identity is a result of the Mandurah Matters community consultation campaign.
The project helped to develop a community-led vision, which will now shape the City's new brand and establish a greater sense of pride throughout Mandurah.
Mandurah mayor Rhys Williams described confidence in the Mandurah brand as "crucial".
"We are a community that is immensely proud of this place and we want everyone to know the true story of Mandurah - our Mandurah, a place woven by waterways, a city with a village heart," he said.
"How we talk about ourselves is important. Mandurah has grown and changed so much in the past two decades, but we need to do more to ensure our reputation reflects our positive story.
How we talk about ourselves is important.
- Mandurah mayor Rhys Williams
"We, the people of Mandurah, are the ambassadors of this place and its reputation, so collectively we need to own the narrative and tell it right.
"This new approach to building the Mandurah brand is one strategy, but it's important that we all do our bit to talk up our city, call out the negativity that you sometimes see on social media and tell our positive story."
More than $200,000 has been allocated in the 2019/20 operational budget to embrace the new brand.
This includes $70,000 for its development, $35,000 for the style guide, $30,000 for a website re-skin and $80,000 for key building signage upgrades.
The roll out of the new brand will begin during the first quarter of 2020.