DNSW
Client
DNSW
DELIVERABLES
Brand Identity
Art direction
Illustration
Playbook
Working with Destination NSW (DNSW), we developed a creative platform for Sydney built on a single organizing idea: Sydney is Liberation. Rather than a standard tourism campaign, this vision was designed to be a movement that captures Sydney’s uncontainable spirit, positioning the city as a place that offers freedom from the newsfeed, from monotony, and from social expectations
The challenge
Sydney is often defined by its icons, but it's a city of extreme dualities: wholesome but hedonistic, cosmopolitan but cradled by nature. Our challenge was to move beyond traditional, transactional campaign models toward a movement that is open, peer-driven, and participatory. The goal was to build a framework that convinced both locals and visitors that Sydney isn't just a place to visit, but a place that gives you the spiritual license to be yourself.
The process
We developed a visual language of "Positive Propaganda" designed to liberate everything the movement touched, from people and icons to hashtags, while celebrating raw and unfiltered perspectives. To ensure the style felt authentic, we leaned into local talent by utilizing a diverse range of Sydney illustrators and photographers. Finally, we moved away from dry, predictable brand guidelines in favor of a "#nofilter Playbook" designed to be shared and used as a tool for others to build and evolve the movement themselves.
The impact
The resulting proposition was a brand that moves like a current, designed to shift and change with the energy of the people who engage with it. We established a messaging hierarchy that uses radical positivity to give people permission to be boisterous, proud, and truly free. By reframing the city’s identity as a shared movement, the project created a blueprint for a brand that locals can take pride in and visitors can use as a playground.
