In 2012 we were engaged by Parks Victoria to look at refreshing their brand identity and brand guidelines. Acknowledging the breadth of their brand throughout the state, we could not alter their logo. However, we did introduce a brighter colour palette to refresh the brand. The project was essentially a cleansing exercise. We stripped back the layers to remove unnecessary complexity. Strategically we repositioned them as a contemporary, responsible, confident and relevant organisation.
The new suite of brand communication introduced a more emotive angle through design, imagery and language. The new stripped back style maximised clarity of information and space. The uncompromising structure allows the powerful location imagery to exist as the hero.