The new identity celebrates the conservation efforts of NPWS staff, centred on the vibrant landscapes of NSW through high-quality photography that highlights the feeling of stepping right into the natural landscape itself. This combined with a focus on a more conversational tone in copy, and a more dynamic approach to layout and typography, acts as a powerful system for categorising and showcasing the hundreds of NSW national parks on offer to the public.
I maintained their existing logo, but extracted it from the wave-device it originally sat in, and devised a complete brand system that was bold, unique and easy to use in design templates for the internal stakeholders.
See below for a preview from the 40 page style guide, and mock-ups of the multiple brand assets and marketing communications I designed and built.
NSW National Parks and Wildlife Service campaigns