TropiQ

Working for a partnership between James Cooke University and the Townsville Health and Hospital Service, Hoyne created a place brand strategy, name and identity for this vast and diverse new health and knowledge precinct. With over 70 organisations, institutions and businesses involved, a compelling central narrative was required to attract and retain global talent. Through stakeholder interviews, workshops, research, and analysis we defined the core advantages and synthesised those into a ‘Living Impact’ creative solution. With the TropiQ name neatly marrying location and intelligence, the ultimate brand embodies a call-to-action, appealing to audiences interested in benefitting people and planet.