We developed a vibrant and engaging brand for the new Parramatta Aquatic Centre, aka The PAC, as well as an inclusive launch campaign and messaging toolkit to ensure every local resident was keen for a dip on day one.
Parramatta Aquatic Centre is a brand-new $88.6M health and wellness complex, replacing the longstanding Parramatta Pool. Designed to serve the growing Western Sydney region, City of Parramatta needed to excite and engage a large and diverse population about the opening while encouraging interest in memberships and swim school.
As a central hub for a multiculturally diverse population, we developed ‘The PAC’ as an ownable collective noun for everyone who uses the facility, which doubled as a short name for the facility itself. This opened up near endless copy-led executions which allowed us to effortlessly showcase the new facilities and, combined with our new branding, included the whole community with a vibrancy that matched the new feel of the area.
Despite being one of the oldest parts of Sydney, City of Parramatta is undergoing a huge period of growth and investment to become one of 3 central business districts in the Sydney Metro area. Offices, housing, shopping and dining are all booming. Our brand needed to develop a sense of place and feel at home within the evolved brand architecture and master guidelines for the City of Parramatta, while also being bold and unique as a stand alone identity.
We developed a logo suite which embraced elements of the master brand with key features such the ‘Q’, a distinctive brand asset, which references the unique circular shape of the aquatic centre as well as a wave motif that is carried visually throughout the identity. To further The PAC's sense of place, we introduced a new colour pairing of contrasting blue tones which built on and sat comfortably within vibrant new City of Parramatta brand, accompanied by staff uniforms and merchandise rollout.
We acknowledge the Traditional Custodians of the land upon which we create, the Gadigal People of the Eora Nation. We pay our respect to their Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander peoples today.
Always was, always will be, Aboriginal land.