Cultural / Context information for the jury

Australia is a country that faces the full spectrum of natural disasters, from cyclones, to earthquakes, to fires, to floods. And when they strike, which they often do, they strike hard — turning people’s lives upside down. For over 100 years, NRMA has been helping Australians through the things that are hard to imagine. And with an average of 12+ years experience on the job, NRMA Insurance assessors embody this spirit of help. They’ve helped Australians through the worst this country has ever faced. But despite the very real threat of natural disaster that we face, many Australians don’t realise that they need them until after they’ve been through the worst themselves. We needed to show Australians exactly why NRMA staff are the ones you want on your side in when the unthinkable happens.​ ​

Tell the jury about the typography.

These long copy stories were designed to help people imagine what makes our assessors truly unique in times of need — through earthquake, flood and fire. Using typography itself as a storytelling medium, we crafted tales of courage, resilience and compassion, designed to put the reader in the disaster zone with our assessor — making tangible what’s impossible to imagine. To show the enormous impact these events have on people’s lives we imagined how the disaster would affect the type itself, with the type split in two by a shuddering earthquake, and letters raised by rising floodwaters or burned away to smoke and ash by ravaging flames. To give further reverence to the assessors’ extraordinary human qualities, and reinforce the physicality of the impact of a disaster we crafted our final artworks using hand letter-press printing.