SEED Northern Rivers
Surej Sidhu
Published
Seed Northern Rivers — Brand Identity Rebrand
Seed Northern Rivers evolved from Mullum Seed as part of a strategic rebrand to reflect
the organisation’s expanding impact across the wider Northern Rivers region. The aim was
to create a meaningful identity that felt genuinely connected to place and community,
while supporting a shift from a local to a regional focus.
The challenge
The existing identity no longer reflected the organisation’s scope or ambition. As SEED
grew beyond its local roots, the brand needed to carry that sense of place and connection
into a wider regional context — without losing the warmth and community feel that defined it.
The approach
The project began with a strategy phase to clarify purpose, values and audience before
any visual direction was set. The chosen concept — Connected by Threads — was developed
into an interwoven logomark reflecting community connection and the flow of the region’s
rivers. A full logo suite, nature-led colour palette, and grounded typography followed.
A defining element of the identity was a custom brand pattern created collaboratively
with the SEED team — leaves and flowers pressed in ink, digitised, and refined into an
organic texture that tied the brand directly back to place and community.
The result
The rebrand was warmly received by the community, with strong appreciation for the
identity’s connection to place. The team felt confident rolling out the brand
independently using the templates and guidelines provided — an identity designed
for longevity.