Queensland Global Business Brand
Opportunity
Queensland has long been known as a place of sun, lifestyle and leisure. But as the state gears up for the 2032 Olympics and continues its rapid economic growth, it needed to show the world it’s also a serious contender for business, trade, investment and education. The challenge wasn’t just to sell the numbers, it was to create a brand that made people feel as well as think. One that celebrated not only Queensland’s economic potential, but its culture, values, people and attitude. The goal? To have international audiences look at Queensland and think: “I need to be part of that.”
Solution
In partnership with Trade and Investment Queensland, we created a brand that could only belong to Queensland: QueensLand of Opportunity. A simple, powerful idea that balances rational proof points with an emotional pull. Because investing here isn’t just about the data, it’s about the optimism, energy and ambition of a state on the rise. From brand identity to style guide, to the launch film and rollout across digital and physical assets, we built a platform that feels bigger than business. One that reflects a state punching above its weight—exporting over $105 billion annually, driving 25% of Australia’s resource exports, and inviting the world to share in its momentum.
