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Urban List launch new brand strategy – Good life. Good company.


Urban List launch new brand strategy – Good life. Good company.


Urban List have celebrated their tenth anniversary by launching their new brand strategy – Good life. Good company. – as Australians step out to the cities.

The new strategy will see a revamped website, direction and promise, shifting focus to the importance of connection, meaningfulness and creative spirit.

“Our original brand promise — your best life starts here — was entirely apt for the 2010s, a decade that centred on peak optimisation and self-expression,” says head of brand experience, Sophia Wilcox.

“But such an individualist, aspirational proposition seemed misplaced after experiencing a pandemic,” says Wilcox.

The revamped strategy comes following research from an Urban List report published mid year — The Big Still — in which 13,000 Australians and New Zealanders shared thoughts on the cultural and community shifts they believed would endure. 

The report found that 85 percent of consumers were drawn to a future of more meaningful experiences, with only one in ten people believing they would return to their pre-pandemic lifestyle.

Urban List founder and chief executive officer, Susannah George, says her team identified the shift to belonging and culture early, and stepped up to provide a sense of community to mitigate the isolation so many felt.

“What began as a heartfelt drive to ensure no one was alone, gradually started to expose new forms of connection — a groundswell of conversation, across our markets and channels, with a plurality of perspectives and potential befitting of our new decade,” says George. 

Wilcox says the new direction is a result of understanding what is now important to the audience.

“Good life. Good company. — our new position — is a true reflection of who we are as a business, what we offer our community, and where culture is at; a nuanced and important shift that was fuelled by listening to our audience, designed to take the pressure off and enable them to show up as themselves and be,” says Wilcox.

Conor Fowler

Conor Fowler is a writer for Marketing Mag.

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