Key Dates
Image Credit :
Project Commissioner
Bondi to Manly Walk Supporters
Project Creator
Project Overview
It all began thousands of years ago, when twenty-nine Aboriginal clan groups, from what we now describe as the Sydney metropolitan area, had a very deep, sustainable and harmonious relationship with their land. Since then, Sydney has grown to a city of over 5 million people, with more than 30 million visitors arriving every year to take in our surf beaches, iconic Harbour Bridge, Opera House, and the beauty of our great natural harbour. We collaborated with the Bondi to Manly Walk Supporters organisation to create a new visual identity for the walk and represents the Indigenous heritage of the land.
Team
Wayde Bull, Planning Director Simon Wright, Executive Creative Director Agus Wijuya, Senior Designer Carolina Relander, Senior Designer Jordan Demetriou, Designer David Cunningham, Head of Production Hayden Mathys, Motion Graphics Artist Renée Stekel, Senior Account Director Naomi Bernauer, Account Executive Nick Ryan, Senior Writer
Project Brief
The Bondi to Manly Walk Supporters team had a vision to link 80km of existing coastal and harbourside walking tracks and paths between Australia’s two most famous surf beaches, Bondi and Manly. Helping us all to better know the place we call home, and showcase it to the rest of the world. We were asked to develop a brand platform, narrative and visual identity to launch the Bondi to Manly walk supporting the vision for it to become internationally recognised as the greatest city walk in the world.
Project Innovation/Need
With a series of existing paths between Bondi and Manly beaches being merged into one to create the walk, we consulted with six local councils, the NSW government and a community support group to create the visual identity. The symbol needed to be instantly recognisable to locals and tourists, so it could be used across signage and way-finding devices throughout the walk.
Design Challenge
The branding features a symbol of a whale adapted from the Aboriginal symbol found on rock paintings, based on the guidance and approval of the Metropolitan and La Perouse Local Aboriginal Land Councils. The trace is taken from an actual indigenous wall painting that exists in a secret location on the Sydney foreshore. We were asked to reproduce it faithfully, as it is an inspiring artefact. The overarching project involved strategic guidance around brand positioning as well as tone of voice, design and identity development in addition to supporting the launch of the brand’s website, app and wayfinding elements.
Effectiveness
We found it rewarding to work on a community-led project and admire the team at Bondi to Manly Walk Supporters for their dedication and perseverance in gathering support and collaborating with the several councils involved. We took this project on pro bono and are proud to have supported a great community-led initiative. The brand was launched in December 2019 with more than 350 Aboriginal whale-symbol signposts to guide hikers along the track. Bondi to Manly Walk Supporters executive director, Elle Pacholski, said: “It’s been a pleasure to work with Principals to promote international recognition for the urban walk Sydney locals know well. We’re thrilled with the identity and brand strategy and are excited to see it in the wild.”
Graphic Design - Identity and Branding - Community
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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