– Creative industry
– Digital industry
1. Although Sydney has a sound brand image overseas, its strength perceived by Asian audiences is mostly in tourism and education. Many other aspects of Sydney should be promoted effectively to show the city’s true potentials and competitiveness.
2. The Global Sydney brochures are an important component in tackling the above problems. These brochures present strong statistics and researched-based information, supported by relevant, persuasive imagery that not only reflects a global city, but also establishes connection with the audiences.
1. Cognitive ease is essential in this piece of communication.
Research-based information and statistics is visually heavy and unexciting. To make the given contents more engaging, I sectionised the big piece of information with clear labeling, giving the contents a digestible system.
Chinese translation is also put alongside the English information.
2. Strong imagery plays an important role in engaging Asian audiences.
Relevant, iconic imagery is used to consistently represent a Sydney that is energetic, confident, innovative and global.
Sydney Opera House and Sydney Harbour Bridge are the focus in these brochures. Photos of Nicole Kidman, Google office and Asian faces also contribute in resonating among Asian audiences.
On the other hand, these images are shot from a story-telling perspective which illustrates a unique and contemporary Sydney.
Notes: Global Sydney brochures are owned and copyrighted by ©City of Sydney. I was responsible for the design under the direction of Design Manager, Steve Howlett. Photos owned and copyrighted by various photographers.