Project Overview
Lake Macquarie is often dismissed as a picturesque ‘gods waiting room’, but in reality it is a thriving, dynamic region. As part of a regional rebrand a typeface was created that brought to life Lake Macquarie’s greatest natural asset and its energetic spirit.
Project Commissioner
Project Creator
Team
Creative Director: Cam Dunnet
Strategist: Megan Hanney
Design Director: Kirsten Gracie
Project Brief
The brief was to create a typeface that would support Lake Macquarie’s new positioning. It had to speak to an audience of investors, tourists and the local community and demonstrate how Lake Macquarie is an exciting and progressive destination for business and lifestyle.
Project Innovation/Need
Lake Macquarie has an abundance of natural assets — beautiful beaches, forests and lake experiences spread across 95 distinctive villages. This highly attractive lifestyle offering became the key component of the type’s design. It evolves the perception and narrative of Lake Macquarie from one of passivity to an active experience that would speak to a younger generation. The result was a dynamic typeface that captured the colours, light and natural beauty of the area.
Design Challenge
The location of Lake Macquarie is not clearly known to everyone and to those who do, the perception is one of a sleepy seaside location popular with retirees. But Lake Macquarie is anything but. With progressive business and technology initiatives, adrenalin sports and community engagement, Lake Mac is a hive of energy and activity and the type had to communicate this.
Effectiveness
Lake Macquarie Council has whole heartedly taken to this rebrand and the campaign roll out is next in the pipeline.
Graphic Design - Illustration and Type
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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