AK Have Your Say
Auckland is the largest city in New Zealand, and Auckland Council had a massive public consultation for the opportunity to look in-depth at the long term plans around transport, environmental protection, growth and urban planning.
The resulting campaign felt friendly and approachable through a loose lettering and illustration style. Auckland Council found a 28% growth in submissions from previous consultations.
My role: Lead Designer
Scope
Visual identity
Design system
Typeface creation
Digital collateral
Illustration
Credits
Creative Direction: Melissa Turkington
Agency: Federation
Client: Auckland City Council
We wanted to reinforce that public opinion really mattered to the City Council. To reflect the rich diversity of Auckland, we first determined four key areas of the city to target, and I created separate logotypes for each.
Through exploration and research, I found key identifiers that were true to the area of the city targeted, and interweaved traditional Maori iconography throughout.
In addition to creating the various logos, I also created four custom typefaces to be used throughout the campaign.
These were designed in layers that make up the final look by placing each layer on top of the other. This enables the designer to create a shadowed typeface that can have a depth and variety of colours.
Recipe for the collateral system
The campaign was rolled out on social media, digital ads for bus stops, posters and YouTube.
The collateral introduced topics up for discussion in the consultation.
I used a loose illustration and lettering style to keep the campaign messaging and topics feeling friendly and approachable.
Results
To help boost the ethnic voice in the feedback and truly reflect the rich diversity of Auckland City, we geo-targeted areas of the city through colour and iconography. The resulting campaign felt friendly and approachable through the use of a loose illustration and lettering style.
Auckland Council found a 28% growth in submissions from previous consultations.