Visual Communication
Degree Show 2021

Emily Savage
Reflections On Place Branding


Studio Leader
Zoe Sadokierski
Reflections on Place Branding is a critical exploration into place branding, documented within a print publication. Collating insights from industry interviews, secondary research into design critiques and academic articles, alongside my own branding experiments, the publication examines what best practice for place branding might be, while also considering opportunities to evolve the practice in more ethical and sustainable ways.

Place, as both a physical and social construct, affects every aspect of our lives. As such, work on place will always be important, particularly as we face the climate crisis and navigate a post-COVID world. In Australia, place becomes even more important as we work to recognise this country’s traditional owners, acknowledging that sovereignty has never been ceded.

Within these contexts, place branding has grown considerably, meaning that visual communicators are playing a larger role in shaping the outward identity of a variety of places. Whilst this promises growth and new opportunities, we must ensure we evolve our practices responsibly. I, therefore, took the opportunity to examine the practice over my honours years, setting up a critical framework for myself when working in the area in the future.

UTS School of Design, Faculty of Design
Architecture and Building
UTS acknowledges the Gadigal people of the Eora Nation, the Boorooberongal people of the Dharug Nation, the Bidiagal people and the Gamaygal people, upon whose ancestral lands our university stands. We would also like to pay respect to the Elders both past and present, acknowledging them as the traditional custodians of knowledge for these lands.