The redevelopment of the iconic Memorial Drive in South Australia (2021 through to 2023) saw the demolition of the North Stand and the construction of new Northern and Eastern facilities, cementing The Drive as a world-class facility. The job required communicating to the South Australian public that the cherished Memorial Drive is open for business. With better facilities to meet the demands of a modern audience.
APPROACH
The creative direction of the identity was driven by a need to progress the brand and present it as being a true, multi-use facility. It revolves around the graphic treatment of the 'I' which has links to tennis heritage (utilising the physical footprint of the court) but becomes an own-able device.
The core idea of the visual identity revolves around the audience being part of the action. Sitting court or stage side. Anyone ‘I’ can come along and see something special. The logo is built from ‘Protrakt’ a modern blocky font which mimics the shape and dimensions of a tennis court.
Central to the brands graphic execution is the focus on the form and shape of the ‘I’ in ‘Drive’. Referred to as the ‘The Frame’. It is a flexible form which is used as a frame/window. Where imagery can be held.
The brand photography falls within three categories:
1. Street
2. People and portrait
3. Event photography
Aiming to capture how people use the space and facilities.
The brand photography falls within three categories:
1. Street
2. People and portrait
3. Event photography
Aiming to capture how people use the space and facilities.
Colour
The colour palette is comprised of eight distinct colours. Each colour was carefully chosen with three functions in mind—to convey key brand attributes—work well individually in all print and digital executions—and to compliment the other seven colours.
Promotional animations
Brand in action examples
DELIVERABLES
Visual Identity - Graphic Standards Manual - Template development - Promotion - Animation
Website concept design. Created in Figma.
CREDITS
Client - The Drive Adelaide, Tennis South Australia
Creative Direction - Femi Coppi
Visual Identity Designer - Femi Coppi
Design Support - Kelly Walsh
Photography sourced from Unsplash (Joel Muniz, Sincerely Media, Clay Banks, Nicholas Green).
KWPX Agency Darwin
Creative Direction - Femi Coppi
Visual Identity Designer - Femi Coppi
Design Support - Kelly Walsh
Photography sourced from Unsplash (Joel Muniz, Sincerely Media, Clay Banks, Nicholas Green).
KWPX Agency Darwin
