"The design, rebrand, and brand architecture were game changers for us in Western Sydney."

Case Study: Rebranding Rooty Hill RSL to WestHQ – A Game-Changing Transformation

The Challenge

Rooty Hill RSL was a well-known institution in Western Sydney but needed a bold transformation to align with the region’s growth, attract new demographics, and future-proof its brand. The challenge was not just a name change but a complete repositioning—creating a modern, dynamic identity that would resonate with both loyal patrons and a new generation of visitors.

The Strategy

Through an extensive brand strategy and design overhaul, the rebrand to WestHQ was more than just a cosmetic change—it was a strategic shift in perception, messaging, and experience. The new name, identity, and brand architecture positioned WestHQ as the heart of entertainment, dining, fitness, and culture in Western Sydney. The rebrand included:
✔ A bold, future-focused brand identity and design system
✔ Strategic messaging that connected with both existing and new audiences
✔ Revamped customer experience across all touchpoints
✔ Marketing and PR campaigns to drive awareness and engagement

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The Impact

The results were immediate and significant. WestHQ quickly became a landmark destination, drawing in more visitors, increasing customer engagement, and driving strong financial growth. The new brand resonated deeply with the local community, reinforcing its position as a premier lifestyle and entertainment hub.

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"The rebrand from Rooty Hill RSL to WestHQ was a game changer for us. The design, brand architecture, and strategic execution completely transformed our position in Western Sydney. Not only did it elevate customer perception, but the impact on business performance exceeded expectations. The shift was more than a name change—it was a reinvention that set us up for long-term success."