Singleton Storytelling Project
Singleton Council engaged LIONIZE to help shift perceptions of the region beyond its mining identity and toward a future defined by liveability, innovation, and tourism. Through behavioural insight, rigorous community engagement, and research-led validation, we developed a long-term brand platform - Super. Easy. Singleton - designed to drive population growth, investment, and pride of place.
Discovery & Diagnosis: Immersed in local research, stakeholder interviews, and trend analysis to identify key perception barriers using our 4Cs Framework.
Divergent Thinking: Crafted and tested multiple brand narratives through stakeholder and community workshops, seeking emotional and behavioural resonance.
Convergent Thinking: Prioritised a compelling strategic direction — Proximity — that framed Singleton as a thriving, accessible hub for work and lifestyle.
Create: Brought the strategy to life through five creative directions, refined through consultation and stakeholder feedback.
Validate: Tested shortlisted concepts with 600 consumers across NSW to identify the strongest platform for impact and awareness.
Activate: Launched the Super. Easy. Singleton. platform with internal engagement, a long-term marketing plan, and a comprehensive brand playbook to guide future rollout.
Our 6-Phase Strategic Approach
