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Heart of Dunedin

Full-Service Heart of Dunedin Project Reinvigorates Our Own Little CBD 

Jake McKay

Approached by a collective of local business owners, Firebrand is proud to have helped the Heart of  Dunedin unite businesses and retailers with a common goal - to create a revitalised city centre that captivates and inspires locals and visitors alike.

Firebrand was approached by Heart of Dunedin to support them on their journey to reinvigorate our little city's special CBD.  A big task, it needed a thoughtful, complete and impactful brand and marketing package.  Challenge accepted!

Successful community initiatives should offer four key qualities; it must be accessible to everyone, have a good image that the community feels comfortable with, encourage involvement via engaging events and communications, and it should be sociable. Backed by extensive research of similar initiatives both nationally and internationally, we set out to create a brand and marketing strategy that encompassed and exceeding in all four of the aforementioned criteria.

So what did we do? Firebrand provided our full suite of services including branding, the design of a new website, graphic and collateral design and a full marketing strategy.


We first developed the Heart of Dunedin brand, taking into consideration the need for a design that felt both established and approachable, as well as being differentiated from other local initiative's brands.  Prioritising a clean and sophisticated image, we created a brand that was simple, contemporary and inviting. Keeping in mind the need for universal transference, the resulting brand is both stunning and applicable across all future applications - storefronts, printed collateral and digital assets included.


We designed and developed a fresh new website that reflected the key messaging of Heart of Dunedin, whilst also acting as a digital hub to further encourage retailer and community engagement. Utilising a single-page layout the resulting website is easily navigated and works seamlessly across all devices - an absolute must in today's mobile-centric online landscape!

Strategic Marketing

We worked tirelessly to create a marketing strategy that was highly targeted and reflective of the broad range of stakeholders and business segments within the CBD. Backed by a mass of research, we developed a full strategy encompassing everything from key messaging and creative direction recommendations, through to competitor profiling, target market segmentation and promotional tactic development. We also set up Heart of Dunedin's social channels, including Facebook and Instagram pages.


We developed a full suite of branded support collateral to promote Heart of Dunedin and engage local audiences. This included pull-up banner, event invite, compliment slip and letterhead design, alongside the creation of on-brand social media profile and cover imagery.

An awesome project set to doing amazing things in the heart of our own little city, check out Heart of Dunedin's website and keep an eye out for news and events coming very soon!