ICC Style Guide 2022

PERSONA

TONE

LANGUAGE

Personas

FAMILY FOCUSED

Open and inclusive Engaging and enthusiastic

Come and experience... Explore... Share your city Celebrate the best of...

SELF-SUFFICIENT

Direct, simple and targeted Pragmatic and practical

What you need to know about...

Click here to find out more This is happening in your street between... and...

CONNECTION BUILDERS

Optimistic Approachable, inviting and welcoming Empowering

Yours to own... This city is what you make of it Yours to explore...

FORGET-ME-NOTS

Patient and understanding Positive and proactive Supportive and collaborative

We hear you We understand Together we will... Your voice is important

FOCUSED ENTHUSIAST

Enthusiastic Genuine Informative

Here’s where you’ll find... Did you know...

EXPERIENCE COLLECTOR

Youthful and fresh Inspiring and energetic Friendly and accessible

Be surprised by... Live your best life

Discover... Uncover... Explore...

Personas are tools that group people into categories based on behaviours (archetypes). They are based on quantitative and qualitative research and explain the behaviours and motivations of each group.

PROSPECTIVE BUSINESS

Open and genuine Positive and proactive

We’re open to new ideas We’re excited for the future... Be part of... This is what Ipswich can do for you You are an integral part of the community You’ve been here from the beginning We value...

EXISTING BUSINESS

Reassuring Helpful and encouraging Familiar

Ipswich City Council – Brand Style Guide 2021

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