Language
Language Overview
The GoldCoaster voice brings our brand to life through the words we write and speak. By using a consistent voice that’s approachable, unpretentious and positive we can strengthen our story and shape people’s relationship with our city.
Our voice
We have core principles that guide us so that no matter who’s writing and where we show up, we sound like the Gold Coast.
It can be better
Gold Coasters believe things can be better — whatever “it” is. Our voice reflects that mindset. We focus on what’s possible, not what’s wrong. We tell stories of progress, reinvention and positive change because that's who we are. Whether someone has lived here forever or arrived yesterday, we make them feel like they belong in the story.
We do this by:
Leading with possibility
We start with what can happen, not what can't. We focus on opportunities, solutions and momentum.
Making change feel achievable
We talk about transformation in human terms. Better health, stronger communities, new ideas, fresh starts, meaningful progress.
Inviting people in
We use language that welcomes participation. We create a sense that everyone has a role to play in making things better.
Celebrating progress
We acknowledge how far we've come while staying focused on what's next.
We should be:
Optimistic, inspiring, encouraging, future-focused, energising, hopeful
We shouldn't be:
Negative, cynical, defeatist, nostalgic for nostalgia's sake, pessimistic
We're unpretentiously ambitious
The Gold Coast is ambitious, but never arrogant. We don't rely on status, credentials or exclusivity. We speak like people speak here: confident, grounded and approachable. We make big ideas feel accessible because the best things about the Gold Coast belong to everyone.
We do this by:
Knowing stuff without being a show-off
We can be smart, strategic and insightful without sounding academic, corporate or self-important.
Talking like a human
We favour plain English over jargon. We explain ideas clearly and naturally.
Letting confidence do the work
We don't exaggerate, oversell or shout. We state things simply because we know who we are.
Focussing on people, not prestige
We celebrate what people do, create and contribute, not where they came from or what status they hold.
We should be:
Approachable, confident, authentic, grounded, straightforward, human
We shouldn't be:
Elitist, corporate, exclusive, self-important, bureaucratic, pretentious
Our default is yes
Our voice should feel open, welcoming and helpful. We assume good intent. We encourage curiosity, collaboration and action. We sound like someone asking, "How can I help?" rather than someone explaining why something can't be done.
We do this by:
Welcoming people in
People should feel included from the first sentence. Belonging comes before information.
Being generous with encouragement
We support ideas, ambition and experimentation. We champion people willing to have a go.
Focusing on action
We don't get stuck in theory. We move conversations forward and help people take the next step.
Leaving room for optimism and humour
We take our work seriously, but not ourselves. A little warmth and personality goes a long way.
We should be:
Welcoming, positive, collaborative, helpful, active, open-minded
We shouldn't be:
Gatekeeping, judgmental, defensive, dismissive, rigid, overly formal
Our tone
Our voice stays consistent, but our tone shifts depending on the moment.
Sometimes we're inspiring. Sometimes we're practical. Sometimes we're celebratory. Sometimes we're reassuring. The Gold Coast story stays the same, but how we tell it changes based on who we're talking to and what they need from us.
We use language, rhythm, structure and personality to meet people where they are. Good tone shows emotional intelligence. It demonstrates that we understand the moment, the audience and the role we play in helping people connect with the Gold Coast.
Before writing, ask yourself:
1—What do we want people to feel?
2—What moment are they in?
3—What action or belief are we trying to inspire?
Our tone shifts across different moments.
First encounter
When introducing people to the Gold Coast story.
We challenge assumptions, spark curiosity and show a different side of the Gold Coast.
- Possibility:
- 10/10
- Grounded:
- 6/10
- Welcoming:
- 5/10
Building belief
When helping people understand why the Gold Coast is different.
We provide proof, examples and evidence that bring the story to life.
- Possibility:
- 8/10
- Grounded:
- 8/10
- Welcoming:
- 5/10
Building pride
When speaking to Gold Coasters.
We celebrate what's unique about this place and the people shaping it. We make locals feel part of something bigger than themselves.
- Possibility:
- 7/10
- Grounded:
- 7/10
- Welcoming:
- 8/10
Talking shop
When discussing investment, business, innovation, trade, education and economic opportunities.
We lead with confidence, evidence and opportunity. We sound commercially savvy without becoming corporate.
- Possibility:
- 6/10
- Grounded:
- 10/10
- Welcoming:
- 6/10
Making it happen
When encouraging participation, action or collaboration.
We remove barriers, create momentum and help people take the next step.
- Possibility:
- 7/10
- Grounded:
- 6/10
- Welcoming:
- 10/10
Tackling challenges
When discussing housing, infrastructure, growth, sustainability or difficult issues.
We acknowledge challenges honestly while maintaining belief in our ability to solve them.
- Possibility:
- 8/10
- Grounded:
- 7/10
- Welcoming:
- 7/10
Celebrating success
When recognising achievements, milestones, events and progress.
We celebrate contribution and impact rather than status and prestige.
- Possibility:
- 8/10
- Grounded:
- 9/10
- Welcoming:
- 5/10
Everyday Gold Coast
Social content, event content, community stories and lighter moments.
We bring warmth, personality and optimism to everyday interactions.
- Possibility:
- 6/10
- Grounded:
- 4/10
- Welcoming:
- 8/10
Setting the standard
We talk to our team and partners like we're all on the same mission. No corporate buzzwords or hierarchical nonsense—just clear communication about how we're making the Coast better together.
- Possibility:
- 6/10
- Grounded:
- 10/10
- Welcoming:
- 8/10