Welcome to the Canberra City Branding Research Project

About the Project

This research project, conducted as part of a PhD study at the University of Canberra, explores how residents perceive and interpret the visual identity of Canberra through its city branding. The study focuses on visual communication elements such as logos, slogans, colour schemes, and promotional materials, aiming to assess how effectively these elements represent the city’s identity from the perspective of local residents.

Research Objectives

  • Examine residents’ emotional connection to Canberra’s current city branding
  • Investigate how effectively the branding is communicated
  • Understand the level of public recognition and interpretation of key visual design elements
  • Identify discrepancies between the intended branding message and how it is received
  • Explore potential barriers affecting branding communication

Get Involved?

Survey Participation: 

We’re inviting Canberra residents aged 15–64 to complete a short anonymous survey. It takes about 10–15 minutes, and your input will help shape our understanding of city branding.

As a thank you, you can enter a draw to win one of five $100 gift cards.

Focus Group Participation: 

Would you like to share your views in more detail? You may express interest in joining a 60-minute focus group at the University of Canberra (Bruce campus).

Please note: To register your interest in the focus group, you must first complete the survey. This is a necessary part of the research design.

If selected, you’ll receive an $80 gift card for your time.

We’re seeking 12–16 participants in total.

Researcher Bio


  • Founder

    It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.

My name is Tess Gong, and I am a PhD candidate in the Faculty of Arts and Design at the University of Canberra.
I hold a degree in Visual Communication Design and have previously worked in branding strategy agencies, where I specialised in developing visual identities for organisations and cities. My professional background has given me a deep understanding of how branding communicates meaning—not just in one direction, but as a two-way dialogue between an organisation and its audience.
Now, through my doctoral research, I’m exploring how visual branding influences the way residents perceive and connect with their city. I’m particularly interested in how logos, colour palettes, and slogans shape identity and belonging in urban environments like Canberra.

“Branding is a mode of communication, and communication is always a two-way process. “

– Edmund Burke

FAQs

Is the research anonymous?

Yes. Survey responses are anonymous, and contact details are collected separately if you opt into a prize draw or focus group.

Who is conducting this study?

Tess Gong, a PhD candidate at the University of Canberra. You can contact her at tess.zhihong@canberra.edu.au
Focus group selection will be based on a first-come, first-served basis and participant availability. Selected participants will be divided into two groups according to the length of their residency in Canberra.

How are participants selected for focus groups ?

Get in Touch

If you have any questions or concerns about this study, please contact:

Tess Gong | PhD Candidate

University of Canberra | ✉️ tess.zhihong@canberra.edu.au