Creative agency Engine launches new ‘QueensLand of Opportunity’ global business brand for QLD

Creative agency Engine has partnered with Trade and Investment Queensland (TIQ) to create and launch the state’s new global business brand, QueensLand of Opportunity.

The brand was officially unveiled this week at Parliament House by the Hon. David Crisafulli, Premier of Queensland, alongside senior political and business leaders.

Designed to position Queensland as a destination of choice for international investors, students, skilled migrants and exporters, the launch featured the debut of a new hero film, logo and visual identity, and rollout across digital and physical assets including a microsite and prospectus.

Built to take Queensland to the world, the brand balances rational proof points with emotional pull – showcasing the state’s strength in sectors ranging from energy and resources to agriculture, education and advanced manufacturing, while celebrating its people, culture and values.

With the Brisbane 2032 Olympic and Paralympic Games on the horizon, Queensland is primed for international growth. The state already exports more than $105 billion in goods annually, delivers 25% of Australia’s total resource exports, and connects to global markets through 21 seaports and six international airports.

Says Tim Weger, Managing Director, Engine: “Being entrusted to craft Queensland’s global business brand was a true honour for our team.  We look forward to seeing the new brand used far and wide to really help put Queensland on the map.”

Engine created the QueensLand of Opportunity brand from the ground up – developing the identity and style guide, and bringing it to life through launch campaign assets including film, collateral and merchandise.

Adds Weger: “This is more than a brand – it’s Queensland’s invitation to the world.”

The launch was met with strong enthusiasm from government and industry stakeholders, with the new brand set to take centre stage during the Premier’s upcoming trade mission to India.

Creative Agency: Engine Group
Managing Director: Tim Weger
Creative Director/Senior Art Director: Mike Fritz
Senior Creative: Mark Smith
Senior Creative: Karl Mather
Studio Manager/Senior Designer: Megan Le-Nguyen
Graphic Designer: Keriana Salisbury
Senior Account Director: Anna Hellinger

Production Company: Light + Shade
Director/DP: Matt Bamkin
Senior Producer: Emma Horne
Producer: Suze Jackson
Photographer: Jesse Smith
Camera Assistant: Scott Edwards
Camera Assistant: Ebony Wareham
Stills Assistant: Will Davies
MUA/Hair: Jane Heta
Production Runner: Scarlett Duff
Production Runner: Kelsey Mackie
Production Runner: Britt Phillips
Drone Pilot: ProFly

Post House: Light + Shade
Offline Editor: Matt Bamkin
Online Editor: Matt Bamkin
Colour Grade: Kali Bateman
Sound Design: Rosco Audio
Music Composer: Adrian Mauro
Motion Graphics: Mike Carella
Retouching: Jesse Smith
Post Producer: Emma Horne