Recently I was given the very fortunate opportunity to pitch an identity concept for the branding of the Gold Coast City.
With only 4 days up my sleeve, here was my first concept at establishing an identity that was... Simple, Clean, Strong, Bold, Vibrant & Unapologetic.
Click on the attachment to see more images from the presentation or you can see the full presentation here.
6 months ago
Ha ha. I've only got 4 days. What do I do? What do I do? Hmmm. Let's design an entire alphabet. :-)
You know what I think of the whole presentation. Need I say "awesome" again?
Oh wow good for you and great for 'The Goldie' : )
I wasn't born and bred there but I pretty much lived, studied and worked on the GC for the last 22 years of my life. I still remember the early to late 80s right up until the mid 90s where GC was my idea of absolute heaven. Remember the good old water slides at Grundys beach end Matt? Man they were the substance of pure adrenaline joy for any kid (or adult)! Needless to say, times have changed and the GC have evolved to a vibrant, less innocent but still a beautiful sophisticated world class city.
To be honest, upon seeing the monogram I didn't feel it embraced the 'concept' of the GC in its entirety. With the visual of just the shot above, I felt it to be a little tacky with references to a sleazy, retro GC that reminds you of 70s discos and the debauchery that it associates.
But that analysis was based on a single partial shot. The big picture is where you excel in Vergman.
The farther I scrolled down and absorbed the various working stages of the logo into different mediums, I was blindsided by the nostalgia and the contemporary side of the GC I have long forgotten. Especially with the application of your chosen colour palettes and the brilliant montages you created, I gradually felt the whole concept working spectacularly. A huge kudos to the integrated UC font you designed which is an absolute compliment to the logo. And you utilized that on showcasing all the GC's suburbs (well most of it) proves how versatile it can be. Seeing all of this brings back so many memories and it also clearly shows what immense potential the GC still has to become a great city.
By the time I reached the end of your presentation, I felt like clapping. I initially could not grasp your explanation on the term 'unapologetic' but now I can tell you your sense of perception, sentimentality, and vision is quite mutual.
Well done and good luck my friend.
man you are awesome, amazing quality and quantity of work in such a short notice! you rock! and rule!
@Simon™ haha! Thanks buddy, yep... if you're going to pin your ears back and go for it, you may as well throw in a custom typeface.
@Rich Scott cheers mate, pitty I didn't get it. I would of been so chuffed driving around the GC annoying the crap out of everyone pointing out my logo. "hey girls, who did that? huh? huh? hey! over there too... guess who? guess who?"
@Norman Chan Legend! what a comment. thanks for taking the time to go through it all. I got nervous around that 2nd paragraph I must admit.
Mate, I have to say, this was the hardest branding job I've ever had to do. Having to acknowledge its past and it's current reputation, all these things had to be respected, but done in a way that wasn't typically GC ie. "tacky", which we are labelled as so often. So I'm absolutely stoked that once you saw the bigger picture the pieces of the puzzle started falling together and that feeling of tackiness washed away.
Whenever I'm doing these presentations and showing the bigger picture, a lot of the time they're aimed at just being a snapshot of the possibilities, sometimes it's hit and miss and often refining those elements is required. This would of been a project I would of loved weeks, if not months to establish.
Thanks again buddy, I really enjoyed reading your comment, especially given that the GC is so familiar to you and you betcha! I slid down those grundys waterslides as a jnr for many summers, that is until the rumours of chewing gum and razor blades started circulating.
@Florin Capota Too kind buddy. thank you thank you and thank you.
I really applaud your presentations, as much as your concepts. What great work and effort! I'm really impressed and inspired! I love how you create imagery and make it look like printed and photographed! (I think I read a comment of yours, somewhere, saying you did that.. If I hadn't I would have thought they were photos!)
Really amazing work, whether you were picked or not. (Sorry though that you weren't) but this is some impressive work none the less!
@Suzie Creamcheese wow! thanks Suzie... huge wrap. Really chuffed you liked the presentation and concept. Yeah, I do all the 3D effects in photoshop using the 3D tool. I find it helps ad a little something extra to the way you present your concepts, nice little fillers.
Really appreciate the comment Suzie, thanks for stopping by.
I would love a tutorial of yours on that technique :) Not that I do much print work anymore, but still :) I'be never worked with the 3D tool and that seems like a mighty skill to know!
ALL in the presentation bro! Sick work
@Matt Redway thanks brother!
Just awesome bro. No doubt they'll pick something utterly turrible...
@Cameron Lloyd Thanks mate... I really hope not. like... really really
@Matt Vergotis Do you know when they are going to reveal it? I live in Brisbane...
5 months ago
Hey @Cameron Lloyd I'm not sure exactly.
@Matt Vergotis I just read that its apparently February.
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