Positively Penrith

Positively Penrith


Penrith City Council has adopted a refreshed approach to its brand and marketing with refreshed strategic positioning , "Positively Penrith”. Building on the well recognised Penrith “P” and Council's strategic marketing over the last ten years, the refreshed brand will drive new opportunities, and position Penrith as one of Australia's most liveable cities, being the ideal destination for residents, visitors, students and businesses.

The brand refresh leverages what makes Penrith so distinct and different, being our people and our enviable lifestyle, in addition to the economic benefits and potential that significant infrastructure investment brings to our growing city. It also acknowledges our leadership and projects a positive future for Penrith.

It builds on the strengths of the existing brand and introduces a contemporary colour palette and refreshed language, including the tagline, "Positively Penrith”, to communicate a consistent and compelling story about Penrith.

The refreshed brand was implemented from mid-September 2022.

Brand Narrative

We are proud to be Penrith – it’s who we are and the place we call home.

It’s our nature to welcome new people and new ideas. We are adventurous, optimistic and care about the people who work and play with us, and all those looking for a better life.

Together, we protect, celebrate and invest in our natural resources, our clean, open spaces, and our hearts and minds. Because in Penrith, nature goes beyond beautiful parks and waterways to encompass the positive spirit of our community.

The river is our life blood – a place of connection, health and energy – and family sits at the heart of all we do.

We love to compete, and our sports people, teams and world class facilities reflect our leadership in sport. It’s no surprise we aspire to be the adventure capital of Australia!

Penrith’s creative heart beats strong – from our world leading regional gallery and performance spaces to streets enlivened by public art and music. We are an active night and day community.

We design and build the right infrastructure, with and for our community, to provide limitless opportunities for our people, businesses, visitors and investors.

We are enablers of innovation, science, technology and education. Penrith is a positive regional leader with the new airport on our doorstep and located within the Western Parkland City.

We build skills for the jobs of tomorrow and foster local employment so that our people have a better work life balance and more time to enjoy our unique lifestyle.

We choose Penrith, one of Australia’s most liveable cities, because we’re positive about our future and creating a better tomorrow.

Positively Penrith.

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