Project Overview
The 6th IUCN World Parks Congress 2014 (WPC) will be held in Sydney in November 2014. The WPC expects to attract around 3000 delegates from approximately 160 countries.
The IUCN World Parks Congress 2014 is a landmark global forum on protected areas. The Congress will share knowledge and innovation, setting the agenda for protected areas conservation for the decade to come. It will present, discuss and create original approaches for conservation and development, helping to address the gap in the conservation and sustainable development agenda.
The logo created by Boxer & Co. to represent this event consists of a series of brushstrokes, designed to showcase aspects of Australia’s landscape; earth, fauna, flora, water and sun. These are then combined to loosely depict one of the host cities' most famous landmarks, the Sydney Opera House.
Project Commissioner
NSW National Parks and Wildlife Services
Project Creator
Team
Account Director - Gwen Blake
Account Manager - Emily Jones
Designer - Elle Green
Designer - Tim Meredith
Production - Fiona Smith
Project Brief
The brief was to develop a creative visual identity for the IUCN WPC 2014, including a symbol to build a unique ‘look and feel’ for the event.
The visual identity and design elements had to achieve the following:
• Be easy to use across all sorts of media, ie online, print
• Be simple yet stylish
• Be web-friendly
• Have an organic feel that encompasses nature
• Include element/s representing Australia and NSW
• Take into consideration the need for co-branding
Develop a unique, creative visual identity for the WPC 2014. This includes a symbol, colour palette and sample applications.
Create materials and collateral for pre-event promotional purposes.
Develop practical, detailed guidelines to be used in the production of all communication and promotional pieces for the WPC 2014.
Project Innovation/Need
Inspired by nature, the design is modern, creative, expressive and energetic, intended to enthuse and engage.
The logo consists of a series of brushstrokes designed to showcase aspects of Australia’s landscape; earth, fauna, flora, water and sun. These are then used to loosely depict one of the host cities' most famous landmarks, the Sydney Opera House.
“The vibrant logo, speaks to the energy and innovation we aim to achieve at the Congress as we work towards inspiring solutions for some of the planet’s biggest challenges, like biodiversity and habitat loss,” said National Parks and Wildlife Service, Senior Manager, James Lotherington.
Design Challenge
We wanted to do something really abstract that had stand-out amidst the more corporate event logos that exist. Something that would add vibrancy and a sense of excitement to this important event.
We were working with several stake holders and so had to provide our client with a selection of logo options which they could then present internally themselves so as to offer choice and input to each party.
We provided boards and dialogue so that our contacts could present the options themselves and had to manage a few rounds of amendments which addressed concerns of different stakeholders. In the end, the logo that was selected was as per our original presentation - but it was a process that the client needed to go through.
Effectiveness
The event is in its preparation stages now and the branding is being used on a huge range of communication and collateral to help make this event in November 2014 a success.
Tags
Graphic Design - Identity and Branding
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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