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.