Penrith City Council

CLIENT:Penrith City Council
AGENCY:Generation Alliance
PROJECT:Penrith City Council & Place Brand Strategy & Prospectus
MY ROLE:Senior Writer, Editor & Communications Strategist
SECTOR:Local Government

The Client

Penrith City Council is the primary driving force behind the future vision for Penrith’s business, tourism, environment and social development. The Council is also is the brand guardian for the City’s image and reputation. Achieving Regional City status had seen a number of strategic land use and development plans, including the Penrith City Centre Strategy, developed to meet the future growth challenges for the City. This also created the need to review the 2000 ‘Penrith Valley, River Mountains Lakes’ strategy and at the same time take the opportunity to address the Council’s own brand and marketing challenges.

About the Project

In 2011 Penrith City Council engaged Generation Alliance (Gen.a) to redevelop the Council and place brand to take advantage of its ‘Regional City’ status and growth potential in the Greater Sydney region, and at the same time leverage Penrith’s economic and social development potential. Putting people at the heart of the identity, the strategy defined Penrith City’s most potent points of difference built around the City’s business, tourism, lifestyle and community offering. The ‘New West’ brand positioning also aimed to instill a sense of pride across all sectors of the community. The project also supported Council in bringing the new brand to life through a range of new strategic communications initiatives such as the Discover Limitless Opportunities and Penrith Progression investment campaigns.

My Role

As part of the strategy team and Gen.a’s senior writer and editor, my role in the project included:

  • Key messaging and development of verbal assets
  • Stakeholder engagement and interviews
  • Case study development – research, interviews and writing
  • Storyline / narrative development, content planning, writing and editing of strategic documents to support the ‘Discover Limitless Opportunities’ and ‘Penrith Progression’ investment campaigns (see below)
  • Website content – planning and writing
  • Account service / project management


Discover Limitless Opportunities (Investment Prospectus)
Penrith Progression (Investment and Community Engagement Document)

Freelance Writer Penrith City Council Prospectus
Freelance Writer Penrith City Council Prospectus
Freelance Writer Penrith City Council Prospectus