What's over the horizon?
Recognising opportunity in uncertainty
Deloitte Access Economics – Building the Lucky Country Series
Building the Lucky Country is Deloitte’s long-running platform for prompting debate about issues shaping Australia’s economy. For its sixth edition, the question was simple but difficult: what’s over the horizon in an increasingly uncertain world?
Campaign Identity • Editorial • Infographics • Digital • Motion
Looking beyond the obvious
The subject matter was complex, future-focused and full of competing possibilities. The work needed to make economic thinking easier to enter, while giving Deloitte a distinctive campaign platform that could work across a report, conversations, digital channels and motion.
Connect the dots
Connect the Dots became the central idea. It represented the need to seek better and more detailed information across a wider range of possible futures. The motif became a flexible visual system that could move between editorial information, supporting graphics, digital content and animation.
An idea that reveals itself
I developed the concept and visual language, then translated it into a complete campaign system. Six ‘join the dots’ visuals introduced hidden secondary meanings, while a white-ink Conversation Guide let partners reveal those ideas with clients. The system extended into the report, digital assets and an animated explainer.
My role
I shaped the central creative idea and built the visual system around it, carrying the concept consistently across editorial, digital and motion applications.
Creative concept & campaign identity • Art direction & visual system • Editorial & infographic design • Digital assets & motion design
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