“It’s knowing that you’re here for a bigger purpose. Everybody works really hard to deliver for the community.”

City of Moreton Bay: Values with Heart and Utility.

The challenge.

As one of Australia’s fastest-growing regions, City of Moreton Bay (CMB) has big ambitions. We previously worked with CMB to articulate their employee value proposition - Your Future City. See it. Shape it. Live it. But to build a city of the future, they needed values to match. They didn't want “words on a wall”; they needed specific, action-oriented values to connect their diverse workforce and provide a clear, aspirational standard for high performance.

The solution.

We co-designed values that were accessible, relevant, and had high utility. Using plain English that resonated across every role, the values framework created a relevant, practical guide for how people work and interact at CMB. A suite of values icons were created and then rolled out across visuals, videos, and animation, ensuring the values weren't just heard, but felt across the entire organisation.

The result.

Our approach moved the dial from generic language to a genuine emotional connection, inspiring people to own their future together. By facilitating collaborative workshops with leaders to define the core behaviours behind each value, we ensured they were ready to use from day one. This gave CMB a solid foundation and the internal buy-in they needed to move forward with confidence, delivering a high-quality result on time and within scope while building real excitement for the road ahead.

Values brought to life

A colorful infographic with four sections, each containing a message about values and growth. The first section emphasizes seeing the person and the city, the second promotes owning the solution today and tomorrow, the third highlights falling, learning, and rising together, and the fourth encourages thinking bigger and taking action.
A woman with long blonde hair sitting on a park bench, smiling, with trees and greenery in the background.
A park ranger or park employee wearing a yellow jacket and wide-brimmed hat, standing on leaf-covered ground among trees, with sunlight filtering through the foliage in the background.
Two women are sitting at a desk reviewing a detailed map, with multiple computer monitors in the background displaying information and maps, in an office setting.
Two men in yellow jackets, hats, and boots working together to cut a fallen tree in a forested area with green foliage in the background.
Two men working together at a computer in an office, one seated and the other standing, looking at the monitor displaying charts and data.
A young woman with brown hair tied with a blue scrunchie, smiling and holding a blue folder, standing in a bright, modern indoor setting.
Man kneeling outdoors at a community health event, wearing a black hat and navy polo shirt, with a sign that reads 'Healthy & Active Moreton' and a flag that says 'Health & Active Moreton' in the background, with trees and a partly cloudy sky.

“Strap in. Working with Employer Branding Australia will provide you with the opportunity to reframe and reset the direction of your organisation.”

— Sean Halloran, General Manager People & Capability, City of Moreton Bay
A man smiling while sitting outdoors with a laptop in front of him, surrounded by lush green plants.

Let’s Work Together.

No pressure. No hard sell.
Just an honest conversation. 

Contact us - share your story and what you’re trying to achieve. We’ll listen to understand, and help you unpack the right solutions for you.