NSW National Parks and Wildlife Service (NPWS)

In 2018 I refreshed NPWS’ brand identity. The new identity celebrates the nature conservation efforts of NPWS staff. The design is centred around high-quality photography of the vibrant landscapes of NSW, that encapsulate the feeling of stepping right into the nature itself. This, combined with a new conversational tone of voice, and a 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.

The brand style guide:

• This was an extensive, 40 page brand style guide that outlined the application of all design features in great detail.

• The purpose of the style guide was to explain how to apply the heading design, colours, typography and photography of the brand by both graphic designers and NPWS stakeholders - internal and external. With this in mind, the visual and literal communication had to be easily accessible to all audiences (not just graphic designers).