Centennial Parklands Foundation wanted to make a statement. Strategically, they needed to establish the new ambition of the Foundation, challenge perceptions and disrupt the status quo. They needed an identity that would boldly signal this intent.
As a not for profit organisation, tasked with raising funds and awareness to enhance the three magnificent parks of Centennial Parklands it was crucial that their new identity struck a chord with all their diverse stakeholders - from CFOs to community volunteers and everyone in between.
Working with the team at Centennial Parklands Foundation we identified that the Foundation plays an active and important role in creating connections. These are connections between people and the Parklands, between corporates and communities, between ideas and reality.
Our strategy was to amplify and celebrate this role of creating connections, which culminated in the single organising idea ‘Inspiring Connections’.
Creatively, this idea has been communicated using the most universally recognised, simple and direct way of expressing connection there is - the word AND.
The result is an overarching strategy, messaging matrix, custom font design and a unique combination of brand identity that forms the basis of a campaign message.
We’ve been fortunate to work with such ambitious clients who were clear about their objectives from the outset. The new identity signals their move into their next exciting phase and firmly cements their critical role in inspiring connections between people and the Parklands.
- Centennial Parklands Foundation
- Brand Identity