A New Way: Western Australia
Deloitte – Shaping Future Cities Series
Deloitte’s Shaping Future Cities — Western Australia initiative explored ten areas of opportunity, or superclusters, spanning everything from coastline and communities to commerce and culture. The opportunity was to bring these diverse subjects together under one recognisable campaign identity.
Campaign Identity • Visual System • Digital • Motion • Campaign Collateral
Ten ideas. One identity.
The identity needed to connect ten distinct areas without making them feel interchangeable. It also had to work across digital and physical applications and have enough flexibility to move, animate and evolve.
Built to move
A circular hero motif became the organising device. The names of the focus areas were transformed into letterforms and combined with objects that represented each ‘hot spot’. Together, the elements created a visual language that felt connected to Western Australia while remaining flexible enough for multiple applications.
From static to kinetic
I developed the visual concept and extended it across campaign touchpoints, from the website and animated landing experience to digital billboards and merchandise. Motion was built into the system from the outset, allowing the letterforms and objects to assemble, move and reveal the campaign title, A New Way.
My role
I developed the core creative idea and visual language, then applied it across digital, motion and physical campaign touchpoints.
Creative concept & visual identity • Art direction & visual system • Digital design & motion • Campaign collateral & applications
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