Chamber says new identity reflects a business community that’s come of age

For the first time, Alstonville and Wollongbar have been given a distinct regional identity, with local business leaders unveiling a new brand designed to establish the Plateau as one of the Northern Rivers’ premier places to live, work and invest.

The Alstonville Wollongbar Chamber of Commerce officially launched its new branding and website at a gala event at Plateau Sports Club on Saturday night, attended by almost 100 business owners, community leaders and local dignitaries.

More than a logo refresh, the project represents a deliberate effort to redefine how the Plateau is seen — not simply as part of Ballina Shire, but as a thriving hinterland region with its own identity, economy and business community.

The rebrand was overseen by Chamber president Jemma Coulter and marketing specialist Sonia Ceri, and includes a new website designed to become the digital gateway to the Plateau.

The launch was attended by Ballina Shire councillors Therese Crollick, Simon Kinny and Michelle Bailey, alongside many of the region’s leading business owners.

Visitors can explore the new website at AlstonvilleWollongbar.com.au.

For Ms Coulter, the project began with a simple but powerful question.

“When we began this journey, we didn’t ask, ‘What should our logo look like?’ We asked a much more important question — who are we?”

“The answer was clear. We are not just another coastal town. We are proudly the Plateau Hinterland.”

She said the branding reflects everything that makes the region unique.

“A place of rolling green hills, rich volcanic soils, thriving local businesses, family farms, cafés, producers, professionals and entrepreneurs.

“A place where people still know your name, where relationships matter, and where community comes first.”

A region with its own identity

Chamber President Jemma Coulter, pictured with (L to R) Sam Mapu, Ross MacDougald and Bill Coulter.

The move is significant because Alstonville and Wollongbar have traditionally been viewed simply as communities within Ballina Shire, despite together having a population of more than 10,000 people — larger than many standalone regional centres across NSW.

In recent years, the Plateau has quietly become one of the Northern Rivers’ strongest business growth areas.

Since the devastating 2022 floods, a growing number of businesses have relocated from Lismore, while others have chosen the Plateau over Byron Bay, attracted by lower operating costs, easier access, and a more relaxed country lifestyle.

High-end professional services, health providers, specialist consultants, hospitality businesses and retailers have increasingly established themselves on the Plateau, recognising its central location between Ballina, Lismore, Byron Bay and the wider Northern Rivers.

Rather than being defined by its neighbouring centres, the Chamber believes the Plateau has reached a point where it deserves recognition as a destination in its own right.

The new branding embraces that identity, adopting the “Plateau Hinterland” as its defining theme.

Its earthy colour palette reflects the district’s heritage and landscape, with deep brown representing craftsmanship and country hospitality, terracotta symbolising the Plateau’s rich volcanic soils, olive green reflecting its orchards and farmland, and soft cream representing warmth and community.

More than a rebrand

Ms Coulter said the new identity caps off a remarkable 12 months that has transformed the Chamber into a far more active organisation focused on economic development and business growth.

“The past 12 months have marked a transformational period for the Alstonville Wollongbar Chamber of Commerce, driven by a clear vision to reconnect businesses, strengthen community and create a modern, sustainable Chamber that reflects the unique identity of our hinterland,” she said.

The Chamber’s renewal began after consultation with members, businesses and the wider community identified a need for an organisation that was more visible, collaborative and relevant.

Alongside the new branding and website, the Chamber introduced a refreshed low-cost membership model and improved communications to make it easier for businesses of all sizes to connect and participate.

Celebration- Attendees at Saturday’s re-launch included winners from the recent Ballina Shire Business Awards

The Chamber also launched the Alstonville Community Markets in partnership with the Alstonville Agricultural Society as a signature seasonal event designed to increase visitation, support local traders, showcase regional producers and reinforce the Plateau as a destination.

Another milestone has been the Chamber’s renewed focus on recognising local business excellence. After relaunching the Alstonville Business Awards in 2025 following a seven-year hiatus, the Chamber this year partnered with the Ballina and Lennox Head chambers to become part of the Ballina Shire Business Awards.

Rather than staging a separate awards program, last Saturday’s gala event brought the Plateau’s winners together for a local celebration following the shire-wide awards. The evening featured HOME Alstonville owner and award-winning baker Cherie Bevan as guest speaker, while providing local businesses with a relaxed setting to celebrate their achievements, strengthen relationships and build new connections.

Ms Coulter said the collaborative approach recognised the value of celebrating success across the shire while ensuring Plateau businesses also had the opportunity to celebrate together as a local business community.

Ms Coulter said the Chamber’s focus had shifted beyond organising events to delivering a long-term strategy combining advocacy, destination marketing, business recognition and community engagement.

“Together these initiatives have strengthened relationships, increased opportunities for local businesses and laid the foundations for sustainable growth, ensuring the Chamber remains a valued voice for business and a catalyst for a thriving, connected and prosperous Alstonville and Wollongbar community.”

For a community that has often sat quietly between larger neighbouring centres, Saturday night’s launch marked more than the unveiling of a new logo.

It was a declaration that the Plateau has matured into a destination with its own identity, its own business community and its own story to tell.

Dana McPike, Ben Lynch and Ajandri Jacobsen from local business The School Photographer captured attendees during Saturday’s celebration.