Lead Alliance gets a new look with a 'superhero' touch

Late last year, the Lead Alliance unveiled a new-look logo and mascot to champion their vital community educational programs into the future.

Glencore is a founding member of the Lead Alliance, whose public education campaigns aim to inform and ensure the health and wellbeing of Mount Isa residents.

A brand relaunch was held to officially unveil the new logo and mascot, and was attended by the Lead Alliance Committee, local dignitaries and special guests.

At the launch, Project Officer – Lead Alliance, Dani Hinton, explained how the branding elements came together with the new logo which draws on the colour palette of the North West region.

“The symbolism of the hands represents many factors associated with lead, including community, individuality, diversity, handwashing and lead testing,” says Dani.

“Our new mascot - Captain LEADSmart - is our 'superhero' who aims to encourage Mount Isa residents to become health heroes in their own right by eating healthy food, washing their hands, keeping their home tidy and having regular blood lead tests.”

“Captain LEADSmart will be our primary engagement tool, taken into education facilities across Mount Isa moving forward.”

“It is our hope that this product refresh shines a spotlight on the Lead Alliance goals and ambitions for our wonderful community and we look forward to sharing more developments and projects with you in the coming months.”

Glencore’s Queensland Metals General Manager Health, Safety, Environment and Community Maryann Wipaki, who sits on the Lead Alliance Committee, says the committee had given significant consideration towards the rebranding project, which had been in development for around 12 months.

“Our existing Lead Alliance brand and mascot have served us well for over a decade and helped to promote important health education and initiatives within the Mount Isa community,” Maryann says.

“It is hoped that the revitalised brand will invigorate our program, increasing engagement with new and existing members of the community.”

The local community and relevant stakeholders were consulted throughout the rebranding process to ensure the end result would speak to the target audience and was in line with the Lead Alliance’s aims and objectives. Children, parents, Indigenous representatives and educational leaders were all part of the consultation process.

Captain LEADSmart has already taken to his new post and was busy in December visiting local early learning educational centres and as the face of competitions and initiatives.