To make Parramatta a popular summer destination for Sydney-siders, locals are letting everyone in on some secrets – from hidden lookouts, to summer events, to must-have menu items.

Our colourful campaign welcomed visitors and felt very much like word of mouth recommendations, making the city of Parramatta feel even more welcoming and accessible. The bright visuals celebrated local events, activities and celebrations and built on the existing brand idea of “Where it’s AT”.

The stereotypical summer in Sydney is a crowded beach at the end of a traffic jam. But many want their summer to be much more than this.

So, this summer, Parramatta invites all Sydney-siders looking to explore new experiences out west. Our campaign features local’s telling us “This is how we Summer” to help visitors make the most of every visit.

Using vibrant graphics and catchy messaging we highlighted locals top summer picks of things to do, places to go and dishes you absolutely can’t miss.

Evolving from the At Parramatta subgraphic, the arrow shape frames imagery, pointing visitors towards the greatest destination in Western Sydney. The layered typography shows Parramatta’s rich tapestry of offerings that caters to foodies, artists, culture vultures, sports fanatics, music lovers, families and more.

City of Parramatta
Nick Hunter
Brad Bennett
Gary Peace
Jeremy Willmott
Feryx Hui Ming Lim
Georgia Shillington
Tchaan Wilson-Townsend
Evelyn Tran
Brigitte Harbrow

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.