OUR OBJECTIVE
To develop a brand expression book that encapsulates the new identity system for the MacCallum Pool.
CTY201A Typographic Systems | Assessment Two Solaqua | 2
RESEARCH
TARGET AUDIENCE Who Are They? Age 25-35
Gender Female
Martial Status In a defacto relationship or recently married
Family No kids (yet)
Occupation Media, Advertising, Sales
Income $50K - $85K
Dwelling Renting and saving up for their first house
Suburb North Shore, Inner City, Eastern Suburbs
CTY201A Typographic Systems | Assessment Two Solaqua | 4
WHO ARE WE? Our Values Welcoming and Inviting Encouraging everyone to visit
Natural No filters here, superficiality is left at the shore
Generousity This place is so special and should be shared
Respect True to our history, keep the integrity of the pool
Our Personality Honest and Humble Open and modest in all our communication
Easy-going and Positive Having genuine and real conversations
Charming and Endearing We’ve got spark, charisma and character
CTY201A Typographic Systems | Assessment Two Solaqua | 5
WHO ARE WE NOT? Our Place is Not Mainstream or Typical Just another Sydney Harbour view, just another tourist attraction Manufactured A tailored pool with commercial or retail value trying to make money Corporate Owned and operated by big business Superficial and Pretentious Invite only, locals only
Our Personality is Not Snobby It may be fine viewing but we don’t have a snooty attitude Shy We are hidden away but we are bold and confident
Evasive We believe everybody should get to know us well
Boring There’s more to this place than meets the eye
CTY201A Typographic Systems | Assessment Two Solaqua | 6
HOW DO WE COMMUNICATE? How Do We Sound? Casual and Conversational Light and breezy, we want to keep the conversation relaxed and casual Intelligent We might drop the occasional big word, but this is purely to boast about this luxurious spot Inspiring This place is alive and full of natural beauty, the way we describe it should be aspirational Fun Being Aussies we are born water babies. We love the sea and all the good ol’ fashioned fun that comes with it
CTY201A Typographic Systems | Assessment Two Solaqua | 7
OUR PHILOSOPHY
It’s simple; stop, take a breath and look up. There is so much beauty all around us in this gorgeous country we call home and we should take the time to appreciate it. Solaqua is one of Sydney’s best-kept secrets and everything that makes Solaqua so special is in the nature that surrounds it.
CTY201A Typographic Systems | Assessment Two Solaqua | 8
DESIGN ELEMENTS
Logo Process
CTY201A Typographic Systems | Assessment Two Solaqua | 10
Final Logo
CTY201A Typographic Systems | Assessment Two Solaqua | 11
Clear Space
z x yx2
25mm
CTY201A Typographic Systems | Assessment Two Solaqua | 12
Typography
HEADINGS AVENIR BLACK ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789&?!/+(.,:;) Sub headings & body copy Avenir Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789&?!/+(.,:;)
Sub Headings ITC Caslon ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789&?!/+(.,:;) Body Copy Avenir Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789&?!/+(.,:;)
CTY201A Typographic Systems | Assessment Two Solaqua | 13
Colour Palette
CMYK 71,8,24,0
CMYK 0,85,90,0
CMYK 0,13,28,0
RGB 47,177,192
RGB 240,78,48
RGB 255,223,186
Pantone 631C
Pantone 7417C
Pantone 7506C
CTY201A Typographic Systems | Assessment Two Solaqua | 14
Bunting Process
CTY201A Typographic Systems | Assessment Two Solaqua | 15
Final Bunting
B
y 66ยบ
66ยบ
x
C
x 48ยบ
A X = Two equal length sides Y = Base side A = Vertex angle (48ยบ) B & C = Base angles equal (66ยบ)
CTY201A Typographic Systems | Assessment Two Solaqua | 16
Photography Process
CTY201A Typographic Systems | Assessment Two Solaqua | 17
Photography Final
CTY201A Typographic Systems | Assessment Two Solaqua | 18
ADVERTISING
Billboard Process 1/3
1/3
1/3
Rule of thirds should be present in photography. Photography must be taken on a diagonal (this is specifically for advertising only.) Logo must always appear white on a clear space in photography where the logo is legible.
CTY201A Typographic Systems | Assessment Two Solaqua | 20
Billboard Final Insitu
CTY201A Typographic Systems | Assessment Two Solaqua | 21
Bus Shelter Process
1/3
1/3
1/3
1/3
1/3
1/3
CTY201A Typographic Systems | Assessment Two Solaqua | 22
Bus Shelter Final Insitu
CTY201A Typographic Systems | Assessment Two Solaqua | 23
Website Process
HOME
ABOUT
TIMES
CONTACT
Hidden beyond the trees along the Cremorne Point track lies Sydney’s best kept secret, Solaqua Rock Pool.
This idyllic spot with sparkling turquoise water and ocean views is the perfect place to find solace. It’s for leisure seekers.
CTY201A Typographic Systems | Assessment Two Solaqua | 24
Website Final Homepage
HOME
ABOUT
MAP
CONTACT
Hidden beyond the trees along the Cremorne Point track lies Sydney’s best kept secret, Solaqua Rock Pool. This idyllic spot with sparkling turquoise water and ocean views is the perfect place to find solace. It’s for leisure seekers.
CTY201A Typographic Systems | Assessment Two Solaqua | 25
Website Final About Page
HOME
ABOUT
MAP
CONTACT
Cremorne is a harbourside suburb on the lower north shore of Sydney, it is mainly a residential area with its commercial area centered along military road. It is apart of the local government of North Sydney Council and is one of the few Sydney Harbour peninsulas with a public, water front park running around its edges. Cremorne sits on Sydney’s Harbour between Shell Cove and Mosman Bay, being 6km north of Sydney’s CBD. All transport to Cremorne is either by road or water, there is a ferry wharf located at Cremorne Point. Cremorne was named after the Cremorne Gardens in London, which is a popular park ground in England. Its built environment is considered to be
highly significant in TIMES
OPEN DAILY 5AM - 9PM
CTY201A Typographic Systems | Assessment Two Solaqua | 26
Website Final Map
HOME
SHELL COVE
MILSON ROAD
AD
AVE
RO
RE
CREMORNE ROAD
EE
N
ST
MOSMAN BAY
SYDNEY AMATEUR SAILING CLUB
GR
LIGHTHOUSE
KAREELA ROAD
SON
SON
MIL
ET
ROBERTSON’S POINT
CONTACT
HODG
Hidden beyond the trees along the Cremorne Point track lies Sydney’s best kept secret, Solaqua Rock Pool. This idyllic spot with sparkling turquoise water and ocean views is the CREMORNE perfect place to find solace. WARF It’s for leisure seekers.
MAP
ABOUT
OLD CREMORNE WHARF
BUSHLAND WALKING TRACK TOILETS WATER BUS FERRY
CREMORNE RESERVE
SOLAQUA ROCKPOOL
CTY201A Typographic Systems | Assessment Two Solaqua | 27
Website Final Contact
HOME
ABOUT
MAP
CONTACT
Solaqua Head Office Hidden beyond the trees along the Ph: (02) 9936 8100 Cremorne Point track liesRoad, Sydney’s Cremorne Point Milson best kept secret, Solaqua Rock Pool. Cremorne, 2090 This idyllic spot with sparkling www.solaqua.com.au turquoise water and ocean views is the perfect to find solace. Northplace Sydney Council It’swww.northsydney.com.gov.au for leisure seekers. 200 Miller St, North Sydney NSW 2060 (02) 9936 8100
CTY201A Typographic Systems | Assessment Two Solaqua | 28
Postcard Process
CTY201A Typographic Systems | Assessment Two Solaqua | 29
Postcard Final
for the leisure seekers
PLACE STAMP HERE
CTY201A Typographic Systems | Assessment Two Solaqua | 30
Ipad Application Process
CTY201A Typographic Systems | Assessment Two Solaqua | 31
Ipad Application Final
i
i
CTY201A Typographic Systems | Assessment Two Solaqua | 32
Ipad Application Final
SOLAQUA ROC K POO L Cremorne is a harbourside suburb on the lower north shore of Sydney, it is mainly a residential area with its commercial area centered along military road. It is apart of the local government of North Sydney Council and is one of the few Sydney Harbour peninsulas with a public, water front park running around its edges. Cremorne sits on Sydney’s Harbour between Shell Cove and Mosman Bay, being 6km north of Sydney’s CBD. All transport to Cremorne is either by road or water, there is a ferry wharf located at Cremorne Point.
CREMORNE WARF
MILSON ROAD AD
SYDNEY AMATEUR SAILING CLUB
MOSMAN BAY
KAREELA ROAD
SON
ET RE
CREMORNE ROAD
ST EN
LIGHTHOUSE
OLD CREMORNE WHARF
CREMORNE RESERVE
BUSHLAND
i
AVE
RO
HODG
SON
MIL
ROBERTSON’S POINT
GR E
Cremorne was named after the Cremorne Gardens in London, which is a popular park ground in England. Its built environment is considered to be highly significant in heritage terms as it is identified in the North
SHELL COVE
WALKING TOILETS SOLAQUA ROCKPOOL
i
BUS FERRY CURRENT LOCATION
i
CTY201A Typographic Systems | Assessment Two Solaqua | 33
Livery Process
CTY201A Typographic Systems | Assessment Two Solaqua | 34
Livery Final
CTY201A Typographic Systems | Assessment Two Solaqua | 35
Livery Final
CTY201A Typographic Systems | Assessment Two Solaqua | 36
WAYFINDING & ENVIRONMENTAL SIGNS
Pictogram Process
CTY201A Typographic Systems | Assessment Two Solaqua | 38
Pictogram Final
North
Walking Path
Male/Female Toilets
Direction (App/ Website)
Ferry
Bus
CTY201A Typographic Systems | Assessment Two Solaqua | 39
Map Final
LIGHTHOUSE
CTY201A Typographic Systems | Assessment Two Solaqua | 40
Environmental Signage Final Pool temperature
CTY201A Typographic Systems | Assessment Two Solaqua | 41
Environmental Signage Final Pool Rules & CPR
CTY201A Typographic Systems | Assessment Two Solaqua | 42
Environmental Signage Final Welcome
CTY201A Typographic Systems | Assessment Two Solaqua | 43
THANK YOU