Centennial Parklands Foundation Has A New Look

Centennial Parklands Foundation Has A New Look

Strategic design agency Designworks, part of STW, has created a bold and lively new identity for Centennial Parklands Foundation, in a move aimed at raising awareness of the outstanding charitable organisation.

Unveiled this week, the identity is centred on the concept of ‘Inspiring Connections’, and also comprises a new tagline and online presence to support the Foundation’s evolution and growth.

It is the first project Designworks has undertaken for Centennial Parklands Foundation since being appointed last year to develop an enhanced image and brand that encapsulates the spirit of the Foundation – a not for profit organisation tasked with enhancing the three magnificent parks of Centennial Parklands.

Centennial Parklands Foundation officer Rachel Fowler said the organisation had undertaken the change to create “an identity that is relevant across our diverse stakeholders to communicate our commitment to the community and the Parklands, but also reinforces our credibility and professionalism”.


“We wanted our new identity to be a confident statement of intent, moving away from our understated heritage to unapologetically celebrate the role the Foundation plays in supporting Centennial Parklands,” continued Sarah Champneys, executive officer, Centennial Parklands Foundation.

To achieve this outcome, Designworks undertook research and immersion with the Foundation’s stakeholders, and identified that the Foundation plays an active and important role in creating connections.

“These are connections between people and the Parklands, between corporates and communities, between people and place. Our strategy was to amplify and celebrate this role of creating connections which culminated in the single organising idea ‘Inspiring Connections’,” explained Kasia Wydrowski, creative director, Designworks.

“Creatively, this idea has been communicated by focussing on the AND within the word PARKLANDS.  What more universally recognised, simple and direct way of expressing connection is there than the word AND?” she said.

The result is an overarching strategy, messaging matrix, brand identity culminating in a unique combination of brand identity that forms the basis of a campaign message.

“Through clever typography, the identity we created reveals the role of the Foundation in a playful yet bold way,” said Wydrowski.

“We’ve been fortunate to work with such ambitious clients who were clear about their objectives from the outset. We feel the new identity signals their move into their next exciting phase and firmly cements their role in inspiring connections between people and the Parklands,” said Debbie Spence, strategy director, Designworks.

Thenew identity was officially launched at the Centennial Parklands Foundation Wild Play Cocktail Party held at The Residences in Centennial Park on Friday 6th March 2015, and will be rolled out by the Foundation across a range of platforms over the next few months.



Implementation/Rollout                     Rachel Fowler, Centennial Parklands Foundation Officer


Design: Emily Matthews, Senior Designer

Creative: Kasia Wydrowski , Creative Director

Strategy: Debbie Spence, Strategy Director

About the Centennial Parklands Foundation:

Centennial Parklands Foundation (the Foundation) is an independent charitable organisation established in 1998 to facilitate fundraising activities for Centennial Parklands.

Centennial Parklands is self-funded for the day to day running of the Parklands and relies on alternative funding from the Foundation along with other sources.

The Foundation’s mission is: To raise funds and awareness to support and enhance the three magnificent parks of Centennial Parklands.


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