The Cotter River Catchment Outreach Project involved the conception, design, production, and stakeholder interface of a campaign to assist the ACT Parks and Conservation Service (PCS) to communicate to the public the historical relevance, vulnerable nature, and ongoing importance of Canberra's water supply.
The project culminated in Cotterfest which included the official opening of the Enlarged Cotter Dam Wall. The PCS Murrumbidgee River Corridor/Cotter Recreational Precinct team I worked with was conferred with the ACT Director-General Award for dedication in achieving positive outcomes for the wider community by aligning recreational, natural, and cultural assets through the Cotterfest event.
Featured here is the design process to develop a brand for the Cotter River Catchment and published artefacts to accompany the outreach exercise.
Above: Preliminary diary sketches based on client brief for the branding of Canberra's Cotter River Catchment.
Above: Preliminary vector logos based on early sketches for general display and market research purposes.
Number 1 was always my preference - interesting how the market did not share the designer's sensitivites but importantly highlighting how crucial market feedback is in the design process.
Above: Market research identified three main contenders for final brand with 'c' in negative space, strong blue and tag line all positively received - see below.
Above: Market feedback from various demographics highlighted 'c' graphic, strong blue, water droplet and indigenous aesthetic positively considered. However, male and female identified with different images (as well age groups) so elements of all were combined (where possible) in developing the final graphic - see below.
Above: Final Cotter River Catchment logo for information, education and general outreach purposes used on information cards, brochures, promotional items and signage.
Above: Informal style guide shows general layout options with both the CRC wrding as well as vernacular 'The Cotter' available to client.
Final typeface is Sreda with Gotham used for tag line. Colour for water droplet is Pantone 286 with a cool grey variant for text.
Above: Once the corporate identity for the Cotter River Catchment had been established, a series of Information Cards were researched, written, designed and produced as a device to communicate to the public the importance of the area. The cards were designed to work on an emotional level, acting as a device to galvanise public sentiment that the CRC is a valued local asset and should be cared for and treasured.
Images featured on the cards are by Col Ellis (http://www.gallerytwentyseven.com.au/) with all photographs accurate to the Cotter River Catchment.
Above: On the reverse side of the Information Cards is an 'initialism' - a call to action assisiting the public in assimilating the overall message. The a.r.t. acronym is designed to appeal to all demographics with a younger audience particularly in mind.
The Appreciate, Report and Treasure message aims to address the core issues faced by the client. There are considerable non-compliance and behaviour management challenges encountered by the client in the region so the a.r.t. message is intended to have Canberrans take on responsibility for the area... to understand it, monitor the behaviour of others and keep it pristine.
Above: Examples above show the front and back of an Information Card designed to inform the public of the history and heritage of the Cotter River and its role in how the Canberra/Yass model was chosen as the site for Australia's capital.
Research shows that few Canberrans have an adequate understanding of the history of the Federal Capital Territory so this card goes some way in bridging the gap and is another element in the a.r.t. strategy outlined above.
