The rebrand launch was held at the Red Earth Hotel on November 25, with local dignitaries and specialists in attendance.

Lead Alliance project officer Daniella Hinton said the new branding had been a working progress for the last 12 months and they were excited to share it with the community.

"We had been doing a marketing and advertising audit over the last 12 months and some of the feedback from the community indicated that our messages we a bit old and not getting through to the target audience. That was something that inspired us to listen to the community and make some changes," Ms Hinton said.

"We really ensured that the Mount Isa community were consulted before the logo and mascot were endorsed. Children, parents, indigenous representatives and education leaders were all approached during the rebranding process to ensure they were appropriate and it resonated with our target group."

Ms Hinton said the Lead Alliance wanted to find a new logo and mascot that captured the essence of what they were all about.

"We wanted it to capture the Lead Alliance and what we are about, but also Mount Isa and living in the North West," she said.

"Our logo has symbolism of two different sized hand that represents many factors associated with lead, it could include community, individuality, diversity, family, hand washing and lead testing.

"The colours are drawn from the colour palate of the North West region, they are very earthy typed tones bringing it back to living out here in the North West."

Ms Hinton said the mascot was a superhero called Captain LeadSmart.

"Captain LeadSmart is aiming to encourage Mount Isa residents to become health heroes in their own right by eating healthy foods, washing their hands, keeping homes tidy and obtaining regular lead level tests.

"The feedback that we have received was overwhelmingly positive and we done some research and spoke with children and it seems they start to mimic actions of superhero characters, so that was one of the motivating factors to look at that avenue."

Ms Hinton said the response from the community at the launch party was "wonderful".

"We had a number of locals who came to the Red Earth for the unveiling of our rebranding and it was a wonderful night to celebrate all the effort and hard work that had gone into 12 months of work.

"Also to see the final result and share it with the community and have such positive feedback, it was a really proud moment for us."

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