Centennial Parklands Foundation unveils new identity and campaign via Designworks Sydney

Strategic design agency Designworks, part of STW, has created a bold and lively new identity for Centennial Parklands Foundation, in a move aimed at raising awareness of the outstanding charitable organisation.

Unveiled this week, the identity is centred on the concept of ‘Inspiring Connections’, and also comprises a new tagline and online presence to support the Foundation’s evolution and growth.

This is the first project Designworks has undertaken for Centennial Parklands Foundation since being appointed last year to develop an enhanced image and brand that encapsulates the spirit of the Foundation – a not for profit organisation tasked with enhancing the three magnificent

parks of Centennial Parklands.

Centennial Parklands Foundation officer Rachel Fowler said the organisation had undertaken the change to create “an identity that is relevant across our diverse stakeholders to communicate our commitment to the community and the Parklands, but also reinforces our credibility and professionalism.”

Says Sarah Champneys, executive officer, Centennial Parklands Foundation: “We wanted our new identity to be a confident statement of intent, moving away from our understated heritage to unapologetically celebrate the role the Foundation plays in supporting Centennial Parklands.”

To achieve this outcome, Designworks undertook research and immersion with the Foundation’s stakeholders, and identified that the Foundation plays an active and important role in creating connections.

Says Kasia Wydrowski, creative director, Designworks: “These are connections between people and the Parklands, between corporates and communities, between people and place.  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 by focussing on the AND within the word PARKLANDS. What more universally recognised, simple and direct way of expressing connection is there than the word AND?”

The result is an overarching strategy, messaging matrix, brand identity culminating in a unique combination of brand identity that forms the basis of a campaign message.

Says Wydrowski: “Through clever typography, the identity we created reveals the role of the Foundation in a playful yet bold way.”

Says Debbie Spence, strategy director, Designworks: “We’ve been fortunate to work with such ambitious clients who were clear about their objectives from the outset.  We feel the new identity signals their move into their next exciting phase and firmly cements their role in inspiring connections between people and the Parklands.”

The new identity was officially launched at the Centennial Parklands Foundation Wild Play Cocktail Party held at The Residences in Centennial Park on Friday 6th March 2015, and will be rolled out by the Foundation across a range of platforms over the next few months.

Designworks, the region’s leading strategic design and customer experience practice with offices across New Zealand, Australia and South East Asia, is part of STW, Australasia’s leading marketing content and communications group.

Implementation/Rollout: Rachel Fowler, Centennial Parklands Foundation Officer

Strategy: Debbie Spence, Strategy Director