Wheatbelt Weekends is a campaign run by Australia’s Golden Outback (AGO) to promote short trips to the region and experience all that it has to offer. It was to appeal to a wide audience encourage people to explore the region. These are the 2 concepts that were presented.
Concept #1
Here I’ve drawn some inspiration from the original AGO Roadtrip Country logo. The pin or location icon declares that the Wheatbelt is a must see location! The colour palette is earthy, mature and echoes the landscape. It also feels at home with the AGO Wheatbelt colour palette as the green tone is a stronger version of the AGO brand Wheatbelt green. The intertwining lettering infers bringing to two notions together – wrap your weekend around the Wheatbelt. Script font emotes the feeling of freedom and movement while the bold punchy font reaffirms The Wheatbelt as a solid destination.
This is a strong design.. however…
Concept #2
This design would appeal to the young at heart and free spirited. The sunshine is aspirational, everyone wants a bit of sunshine in their life, however it can also be interpreted and the pot of gold at the end of the rainbow. The retro fonts evoke memories of childhood roadtrips.
The wave in the lettering represents the winding roads of the journey as well as a little nod to Wave Rock. The colours say – Australia. Definitely more of a summer vibe here but we could change out the yellow according for seasons. The green is the AGO brand Wheatbelt green. It’s fun, bold, eye catching and would well work alongside the existing AGO Wheatbelt logo.
At the end of the day Concept #2 was the winner which I personally was very happy about – it’s great to see some fun design with character out in the world. Something a bit more memorable. Today there is so much boring design, staying safe and blending in.
Concept #2 also lent itself well to some fun animations and video work by Daniel at Hybrid Minds.
I really love the nostalgic feeling that comes along with this style – maybe it’s showing my age but this takes me right back to roadtrips in a mint coloured Holden HQ station Wagon in the 80’s and 90’s.
