For the seventh season of activity at Auckland’s favourite inner-city space, a brand refresh was undertaken to bring together a more-diverse offering than ever before. Maintaining the original logo, the rest of the brand was redeveloped, centring around a new, colourful illustration of the area.

The first six years of activities at the space tended to be align with a trendy, millennial crowd, but as the space shifted to become a beloved destination for a more diverse range of ages and cultures, the focus began to shift towards being inclusive of all age groups and cultures. For the seventh season, the team decided to fully embrace this new way of thinking, choosing to programme events and films that would bring enjoyment at a more mainstream level. They felt that a new brand would be necessary to represent this new and improved offering.

As the programming for the park all revolves around the physical place, I decided that it would be fitting for the brand development to begin with a graphic rendering of the space. I produced different versions of the illustrating with alternative colour schemes, which were whittled down based on feedback from the team. After testing a number of different typographic systems I decided on a look that integrated coloured text blocks over shifting crops of the base illustration. This was chosen because it bold and easy to read, and allowed a large amount of content to be produced quickly, which was important in producing content for the season. Throughout these initial processes, I was lucky to have two consultation sessions with designer Clem Devine, who was able to encourage us to push the boundaries with the project, to create something bold and beautiful.

Outputs for the brand refresh included an overhaul of the original Silo Park visual system, a new website, onsite signage, animated cinema slides, print and social media content, and a range of visuals for one-off events and initiatives throughout the season.