City of Sydney — Redfern
A welcoming spirit.
The inner Sydney suburb of Redfern was struggling to realise its economic potential. Sharing the common goal of stimulating the local economy, Frost* came together with the City of Sydney, Australian Technology Park, the Chamber of Commerce and residents. Together a brand strategy was developed to shift negative perceptions of Redfern with the objective of rebooting local business and reinvigorating the area as an exciting and inviting destination.
A spate of cultural activities, new business initiatives and major refurbishments hinted at a changing Redfern however there were still many under-utilised spaces and perceptions of undesirable behaviour impacting the area’s reputation. The challenge was to reconcile the different interests and socio-economic backgrounds without disenfranchising the local community.
All PizzAperta’s packaging follows the principles of mindful packaging - reduce, re-use and recycle. The cleverly designed GreenBox pizza box is perforated to create plates and folds to store left-overs. This eliminates the need for disposable plates, tin foil or plastic wrap. Overall, the result is a beautiful example of graphic storytelling that integrates sustainability into its brand story in a mindful and engaging way.
‘Welcoming Spirit’ created a clear focus that everyone could understand and become involved in. It makes people feel welcome and encourages individual expression of the idea of ‘Welcome Spirit’. This initiative paved the way to make Redfern/Waterloo a leader in demonstrating positive change and inclusivity
The logo is simple but is the perfect embodiment of the idea of welcoming with a smile, while black-and-white collateral incorporates ideas of integration and coming together. The campaign was embraced and truly owned by the community. Applications include coffee cups, bumper stickers, t-shirts and social media.
The logo is simple but is the perfect embodiment of the idea of welcoming with a smile, while black-and-white collateral incorporates ideas of integration and coming together. The campaign was embraced and truly owned by the community. Applications include coffee cups, bumper stickers, t-shirts and social media.
Work with us
At Frost*collective, we’re all about designing a better world. We’ve been operating independently for over 25 years, working with inspiring brands and organisations across the globe. We combine specialist skills in brand, environments and place to solve complex business challenges and design experiences that enrich lives. If you'd like to work with us, get in touch.
