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Designworks inspire some fresh connections in Australia

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Australian design agency Designworks has created a bold new identity for the Centennial Parklands Foundation based around the concept of “Inspiring Connections.” It aims to raise awareness of the charitable organisation, which ensures the maintenance, enhancement and promotion of the Centennial Parklands; a trio of large public, urban parks in the Eastern Suburbs of Sydney. The identity, which was unveiled earlier this week, comprises a new tagline and online presence alongside the fresh brand image.

Australian design agency Designworks has created a bold new identity for the Centennial Parklands Foundation

It's the first project for the organisation from STW Group subsidiary Designworks since it was appointed last year to develop a new image for the brand that will help to support the Foundation's evolution and growth, whilst encapsulating its spirit. The new identity was officially launched at a cocktail party held at The Residences in Centennial Park last Friday (March 6), and will be rolled out across a range of platforms over the ensuing months.

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Rachel Fowler, Centennial Parklands Foundation officer, said they wanted Designworks to create an identity that accurately communicates their “Commitment to the community and the Parklands,” but also reinforces their credibility and professionalism.” To achieve this, Designworks undertook an intensive amount of research with the Foundation's stakeholders, and discovered that the key role the Foundation played in the life of the Parklands was in creating connections. They used this eureka moment to create an overarching strategy, messaging matrix, brand identity culminating in a unique combination of brand identity that forms the basis of a campaign message.

The new identity was officially launched at a cocktail party held at The Residences in Centennial Park

According to Designworks creative director Kasia Wydrowski, these connections are “Connections between people and the Parklands, between corporates and communities, between people and place.” Their strategy with the rebrand was to “Amplify and celebrate this role of creating connections, which culminated in the single organising idea of Inspiring Connections.” She adds that “This idea (of connection) has been communicated by focusing on the AND within the word PARKLANDS,” and feels that “Through clever typography, the identity reveals the role of the Foundation in a playful yet bold way.”

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Debbie Spence, strategy director at Designworks, says they have been “Fortunate to work with such ambitious clients who were clear about their objectives from the outset.” They feel the new identity signals the Foundation's move “Into their next exciting phase and firmly cements their role in inspiring connections between people and the Parklands.” Designworks is the region's leading strategic design and customer experience practice with offices across New Zealand, Australia and South East Asia, and is part of STW, Australasia's leading marketing content and communications group.

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