Students to help build Brisbane brand for 2032 Games

Laine Clark |

Students Isabella Eurell, Charlee McKinnon and Luke Woods will help develop the 2032 Olympics brand.
Students Isabella Eurell, Charlee McKinnon and Luke Woods will help develop the 2032 Olympics brand.

London, Paris, Los Angeles … Brisbane?

Organisers are confident the Queensland capital will be mentioned in the same sentence as the world’s most famous cities after the 2032 Olympics.

And three young Indigenous students are set to play a part in it happening.

Work has officially begun on Brisbane’s Olympic and Paralympic brand strategy and emblems design.

It will be the key to the self-funded organising committee’s plan to not only showcase the Games but sell them to sponsors.

“The development of the brand and emblems is a crucial element in promoting our Games globally in the years to come,” committee president Andrew Liveris said.

The daunting assignment has been tackled by a consortium of local and global creative agencies – plus three university students.

Luke Woods, Isabella Eurell and Charlee McKinnon have been selected after a state-wide invitation for First Nations university and TAFE students to join the official design team as paid interns.

“This is the start of their careers and what a way to commence – working on what will be the core promotional element for the biggest event in Queensland’s history,” Mr Liveris said.

Looking over designs: Charlee McKinnon, Isabella Eurell and Luke Wood
Building Brand Brisbane will be easier said than done. (HANDOUT/BRISBANE 2032 ORGANISING COMMITTEE)

Brisbane 2032 brand and digital engagement director Rebecca Masci backed the trio to become valued team members.

“These First Nations interns are going to get the chance to work on the secret sauce that makes the Brisbane 2032 brand and what we present to the world come 2032,” she said.

Ms Eurell, 19, said she applied after her family “kind of egged me on to do it”.

“I thought it would be great to be a part of something like this and put my own two cents in,” she said.

“I think it is important to incorporate our culture and our traditions, especially First Nations people, but also mix it with modern day and how we are now.”

Mr Woods, 25, and 20-year-old Ms McKinnon will join her on the four-month internship.

But building “Brand Brisbane” for the 2032 Olympics will be easier said than done.

Mr Liveris has been the first to admit the Queensland capital is not well recognised globally as they look to generate corporate sponsorship for the Games.

However he was convinced Brisbane had been “underselling ourselves”.

“It is not known around the world as much as a Sydney but you know what we are coming fast,” he said after their recent progress report to the International Olympic Committee.

“The Olympics will allow us to elevate the city and the state to a place that Olympics do.

“Think about London, Rio, Tokyo, Paris, LA, Brisbane – we will be in the same sentence.”