Brief Explanation

A task not without its challenges: With a limited amount of time and no creative assets available, we had to develop a design from scratch that communicated a number of key messages including a food retail offering and information on key equipment pieces that were going to be featured in the playground. Our creative therefore also needed to appeal to a broad audience ranging from young children to tourists and city professionals.

The Brief

Our brief was to turn 500 meters of dull construction hoardings into an inspiring piece of art that generates awareness for Darling Quarter – Sydney’s newest community precinct featuring the city’s largest free children’s playground.

How the final design was conceived

Our solution was certainly not to take the easy route as we developed over 500 meters of vibrant, unique, hand-drawn illustrations with key messaging. Expanding upon the colour palette used within the Darling Quarter Logo, we established a bold, pop, illustration style. A style that both represents the excitement of the community precinct and equally appeals to both adults and children alike. Beyond this, the elements within the giant illustrations correlated to the 16 retail spaces as well as the playground being constructed behind the hoarding.

Indication of how successful the outcome was in the market

The end result, colourful hoardings featuring a seemingly endless line of unique illustrations, went live on June 3rd 2011, bringing the city to life and exciting passers by of the developments to come. The illustration and design created also moved beyond the hoardings to form the creative identity of the entire Darling Quarter project.