Port Authority of New South Wales is a newly amalgamated State Owned Corporation (SOC) with responsibility for Sydney Harbour, Port Botany, Port Kembla and the ports of Newcastle, Yamba and Eden. With a new logo already developed, we were engaged to create a complete brand identity for online and printed communications, taking into consideration internal and external audiences, and to provide a comprehensive set of guidelines and collateral templates.
Our delivery included a fresh new colour palette to invoke the hues and tones of the ports and their surrounds, providing the flexibility to categorise different audience materials, and to offer an approachable yet authoritative tone. Inspired by the curved shapes from the logo, and by the sea itself, we developed a fluid and variable graphic device to be applied throughout the collateral. These curves help define different material categories, and also serve to house imagery and section off elements as required. The finished result is a polished, professional brand with a serious and authentic voice.