The role of architecture and integrated design in city branding

Abstract

This article seeks to enrich the current discussion on place branding through a critical examination of the role of architecture and integrated design in branding a city. While accepting that there has been a significant contribution from the fields of product branding and corporate branding to the field of place branding, the article will argue that cities need a distinctive form of branding---one that is design-led and based on social innovation policy, combined with architectural theory and practice. In addition to this, the article will also present a new case study that will highlight in detail how an integrated design strategy is currently being applied in practice in Australia, and how this strategy can contribute to city branding.