International events bidding specialists, Business Events Sydney
(BESydney) has revamped with a new logo, fresh website and a total
content rejuvenation with the aim of sending a bold signal that
BESydney, and the destination has “come of age in an exciting new era of
business events”, it stated.
BESydney CEO, Lyn Lewis-Smith said, “We feel the time is right for
this bold change in our identity and the way we sell our city to reflect
the evolution of our business, as the world of business events has
shifted dramatically, with new business models, new ways of working,
connecting and gathering.”
“We are the city’s international advocate with the responsibility for
attracting global business and academic audiences to Sydney to get the
fresh perspective they need to change their worlds,” she added.
“Our customers are wanting to know where we stand on sustainability,
diversity, equity and inclusion, and delivering CSR outcomes. They are
wanting values-alignment, a deeper cultural connection, and a more
immersive experience in the destination when they get here.
The company’s website has also been completely re-engineered with new
simplified customer journeys designed to reflect shifting client
expectations and content to make choosing Sydney easier than ever.
BESydney GM, Content, Creative & Corporate Affairs, Carolin
Lenehan said, “This is a significant moment for our organisation’s brand
evolution to a logotype where Sydney stands confidently in its own
right to own the position as the Asia Pacific’s preeminent business
The new branding and website were created after a complete review and
re-calibration of BESydney’s content strategy. It aims to capture
Sydney’s unique duality as an iconically recognised and aspirational
visitor destination with a globally competitive business heart.
“It’s a delicate balance, but we believe by showcasing Sydney’s
People, Place and Purpose, we’ve been able to showcase the intertwined
strands of our city’s DNA. All this is presented in a vibrant new colour
palette reflecting our harbour city’s blue skies, sea and sand along
with the vividness and buzz of energy that Sydney creates.”