Greater Sydney Parklands
Our new brand for Greater Sydney Parklands takes the idea of ‘Greater’ and changes its name into a vision for the people of Sydney. It demonstrates Greater Sydney Parklands’ purpose of championing precious green space so Sydney can always be a beautiful and liveable parkland city.
Get in touch
Greater Sydney Parklands
Greater than
Our new brand for Greater Sydney Parklands takes the idea of ‘Greater’ and changes its name into a vision for the people of Sydney. It demonstrates Greater Sydney Parklands’ purpose of championing precious green space so Sydney can always be a beautiful and liveable parkland city. Our work outlines a harmonious system for the complex relationship between this new overarching management body, the brands of the parks it manages, and how they are used and interact. To unite their assets, Greater Sydney Parklands needed a new brand identity and system that would work for their three existing parklands plus new and future acquisitions.
Greater connection
Our strategic work defines how to best unite the five parks under the Greater Sydney Parklands brand – with new parks being master branded and existing parks moving under the same umbrella over time. The new system connects to our specific mission – to make Sydney’s urban parklands greater than ever. Great is also how you can feel – and gives our brand an emotional place to connect to. It says we are for making our parklands better and delivering more green space. The new brand is inspiring, connecting, brave and open.
Greater than
The new identity champions the idea of ‘greater’ using the greater-than symbol. It also speaks to humanity, nature and connectivity. The logo can be seen as a flower or people coming together. It can turn into people and plants. Its elements have been expanded to create a unique and ownable illustration style which can be used for iconography and has a powerful versatility.
—
“Frost* played a key role in defining and shaping our brand as we established ourselves as a new government agency. They probably knew us better than we knew ourselves – which is how it should be, but isn’t always the case, and they cared as much about our mission as we did. You can see their work reflected right across the agency, and we believe the ‘Greater’ brand idea and the strong, contemporary visual identity, is going to have a very long life.”
Paul Stuart, Head of Marketing & Events , Greater Sydney Parklands
