Sutherland Shire Tourism was in need of re-branded and a new feel. The council's tourism department was rebranded as ‘The Shire - Sydney at its best’ and 11 other identities were created that were put into location and experience categories. A style guide was also created to ensure brand integrity. Since the rebrand, tourism levels have picked up in the Sutherland Shire and many tourism operaters have asked to align their business with the new tourism brand.