Project Overview
The installations are an artistic and innovative way of communicating the brand, and the finished products are a feat of creativity and engineering.
Project Commissioner
Project Creator
Team
Agency: Frost*
Client: Goodman
Design Director: Bridget Atkinson
Senior Designer: Charlie Bromley
Project Brief
The brief was to raise awareness of the Goodman brand to niche target audiences. To make it more visible in key markets, Frost* focused on five high-profile Goodman locations that illustrate its diverse range of business sites.
Project Innovation/Need
Moving away from predictable solutions such as billboards, Frost* went for something large-scale, to stand out and create talking points. They designed branded structures that would translate the brand values in an abstract rather than literal way.
Design Challenge
Incorporating key brand elements (the square, the plusand the distinctive green) was paramount. Equally, as the chosen locations are entry points into Goodman estates, a sense of entry was a consideration; as well as the necessity of day and night visibility.
‘Gateway’ (Sydney, China) is a large gateway with an anamorphic floor graphic, designed to define a site’s entry, while ‘Giant Plus’ (M4/M7 interchange, Sydney) is a series of three plus-shaped sculptural forms derived from the Goodman brand mark and used to raise awareness of undeveloped land.
‘Kinetic Grasses’ (, New Zealand and the UK) is a sculptural form using poles, and provoke interest. The poles create a visual fence to delineate the site’s boundary and incorporate the Goodman logo, which is revealed as you get closer, and dissolves as you pass.
Effectiveness
All of the installations are modular, designed for re-use and transportation; and to work across languages and borders, crucial to this international company.
The designs suit diverse, global typologies and successfully communicate Goodman’s mantra of doing ‘business outside the square’.
Graphic Design - Environmental
This award celebrates creativity and innovation in the intersection of communication design and the built environment, and is concerned with the visual aspects of wayfinding, communication identity and brands, information design and shaping the idea of place. Consideration given to clarity of communication and the matching of information style to audience.
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