Australian Trade Commission Design & Branding AUSTRALIA UNLIMITED, 2 by RE Australia

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AUSTRALIA UNLIMITED, 2

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Industry Banking
Media Design & Branding
Market Australia
Agency RE Australia
Creative Director Simon Hong
Released September 2010

Credits & Description

Category: Exhibitions & Live Events
Advertiser: AUSTRALIAN TRADE COMMISSION
Product/Service: AUSTRALIA UNLIMITED
Agency: RE
Date of First Appearance: Sep 12 2010
Entrant Company: RE, Sydney , AUSTRALIA
Creative Director: Simon Hong
Senior Designer: Jon Chuo
Media placement: Trade Show - Guangzhou International Convention And Exhibition Centre - 15 Sept - 18 Sept 2010
Describe the brief from the client
‘Australia Unlimited’ is a nation brand for contemporary Australia that captures the optimism, stretching Australia’s reputation beyond the traditional perceptions.
The CISMEF 2010 was held in Guangzhou with over 250 exhibitors spanning 10,000 sqm and experienced by over 250,000 people.
Describe the challenges and key objectives
For most people around the world, Australia is the big, beautiful country ‘Down Under’. Global studies consistently highlight its spectacular beauty, abundant natural resources, and the attitude of its people. All true, but only one part of a reality that is far richer.
The challenge was to develop a contemporary nation brand for Australia that captures the optimism, stretching Australia’s reputation beyond the traditional perceptions.
Describe how you arrived at the final design
The central area of the exhibition hall was designed as an entertainment precinct. The branded form represents a gateway to Australia where visitors come together, rest and enjoy. The centre sculpture,
‘Under the tree’ is a symbolic execution of Australia’s values and lifestyle that radiates throughout the entire site. To reflect the Australian outdoor lifestyle the performance stage was built behind the sculpture to allow its enjoyment both live and on the LED screen nearby ‘under the tree’. All design elements, including signage, furniture and installations was developed with systematic form language to encourage intuitive and informative interaction with the brand and the environment.
Give some indication of how successful the outcome was in the market
"The result was an event, the exhibitors and the Australian Consulate-General were very proud of! We have had a lot of positive feedback from the Australian companies, and here is one note received from Peter Rumball of Sparkling Wines, 'The Hall looked great and reflected the open and welcome spirit of Australia. I liked the new concept of Australia Unlimited. The logo is simple and distinctive, allowing some great art pieces like the centre piece which was very eye catching as you walked in the door.'" Jeff Turner, Senior Trade Commissioner. Guangzhou