2015 Sydney Design Awards

spaces, objects, visual, graphic, digital & experience design
design champion, best studio, best start-up & best supplier
plus over 40 specialist categories

accelerate transformation, celebrate courage
growing demand for design

[interview] the project story

Silver Winner 

Project Overview

Hoyne Principal Andy had a harebrained idea of creating a poster that reflects the uniqueness of Surry Hills and he coupled that with a brief that was incredibly open and void of direction. This broadness led to the adaption of the brief, the creation of many works and then the final Tour de Sydney poster – which celebrates Sydney and its ‘city of villages’.


Hoyne Design

Silver Winner 


Designer: Nathan Hotten
Creative Director: Andrew Hoyne
Finished Artist: Leesa Morgan

Project Brief

An open brief was sent to designers in the Hoyne Sydney studio asking them to create an A1 poster that revels how diverse Surry Hills is. One designer decided to focus on fixies in Surry Hills; the hipster’s main mode of transportation. The designer soon realised that the scope was limiting so he effectively remodelled the brief to include the whole of Sydney. His focus remained on bikes.

Project Innovation/Need

Bicycle styles were created to represent the distinct personalities of many Sydney suburbs. The poster originally started with different suburbs and included a dirt bike for Penrith and a tandem bike for Balmain. The bikes aren’t necessarily what you’d see in each suburb but instead the personification of an area. After careful consideration the bikes and suburbs evolved, humour was injected and concise copy was added.

Design Challenge

A self-commissioned project usually falls short of challenges, especially a project with a flexible brief. This project had to compete against client work, which takes precedent in a business, so occasionally it would slip to the bottom of the to-do list. Despite poor timing the project was designed, finished and printed within four months.


The Tour de Sydney poster wasn’t designed for profit but instead a creative piece to give punters, friends, and potential clients. Extensive requests have been received for the posters, which now adorn many Sydney living rooms. Plus everyone gets a kick out of the Redfern bike.

This award celebrates creativity and innovation 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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