KARDINIA PARK STADIUM TRUST

Managing Geelong's world-class home of sport and entertainment.

KARDINIA PARK STADIUM TRUST

Managing Geelong's world-class home of sport and entertainment.

Kardinia Park Stadium Trust logo suite

A sense of place. Of home.

The Kardinia Park precinct is home to Geelong's world-class sporting and events stadium—GMHBA Stadium (home of the Geelong Cats Football Club)—as well as numerous football, netball, cricket and swimming clubs, organisations and facilities. At the turn of the 20th century, it was even home to a zoo.

In 2016, the Victorian Government established Kardinia Park Stadium Trust to oversee the redevelopment and expansion of the stadium's capacity and function.

As part of a highly collaborative and consultative design process with Deakin University, and working alongside four other designers with their own identity concepts, I successfully pitched my brand identity idea to members of the Board, including the then Chairman, former Victorian Premier, Steve Bracks. I definitely channelled Don Draper's 'Carousel' pitch during that presentation.

 

A sense of place. Of home.

The Kardinia Park precinct is home to Geelong's world-class sporting and events stadium—GMHBA Stadium (home of the Geelong Cats Football Club)—as well as numerous football, netball, cricket and swimming clubs, organisations and facilities. At the turn of the 20th century, it was even home to a zoo.

In 2016, the Victorian Government established Kardinia Park Stadium Trust to oversee the redevelopment and expansion of the stadium's capacity and function.

As part of a highly collaborative and consultative design process with Deakin University, and working alongside four other designers with their own identity concepts, I successfully pitched my brand identity idea to members of the Board, including the then Chairman, former Victorian Premier, Steve Bracks. I definitely channelled Don Draper's 'Carousel' pitch during that presentation.

 

Kardinia Park Stadium Trust colour palette

Stepping into the future with a foot in the past.

The word 'Kardinia' is derived from the Wadawurrung word 'Kardineeyo', meaning sunrise or morning sun. It's a fitting theme for a new beginning.

The Kardinia Park Stadium Trust logo takes its inspiration from the four visually striking light towers around the stadium, as well as the claw structures along the Reg Hickey Stand. The mark reflects dynamism and excitement, movement, convergence and progression, while the colour palette deliberately avoids the stereotypical blues historically associated with the Geelong region and the Cats AFL team. Orange and Yellow have been used, in part because they are opposite to blue on the colour wheel, but also because they're colours typically associated with a sunrise.

The typography, set in iconic Futura, calls upon Geelong's hardworking industrial heritage. It all ties into creating a true and meaningful sense of place.

It says to the world, "We are here." It says to the people of Geelong, "Welcome home."

The accompanying stationery is clean, professional and functional, whilst continuing the excitement of the vibrant new colour palette.

Stepping into the future with a foot in the past.

The word 'Kardinia' is derived from the Wadawurrung word 'Kardineeyo', meaning sunrise or morning sun. It's a fitting theme for a new beginning.

The Kardinia Park Stadium Trust logo takes its inspiration from the four visually striking light towers around the stadium, as well as the claw structures along the Reg Hickey Stand. The mark reflects dynamism and excitement, movement, convergence and progression, while the colour palette deliberately avoids the stereotypical blues historically associated with the Geelong region and the Cats AFL team. Orange and Yellow have been used, in part because they are opposite to blue on the colour wheel, but also because they're colours typically associated with a sunrise.

The typography, set in iconic Futura, calls upon Geelong's hardworking industrial heritage. It all ties into creating a true and meaningful sense of place.

It says to the world, "We are here." It says to the people of Geelong, "Welcome home."

The accompanying stationery is clean, professional and functional, whilst continuing the excitement of the vibrant new colour palette.

Kardinia Park Stadium Trust stationery

Please, Sir, can I have some more?
Moooooooore?!

Continue your KPST journey at kardiniapark.vic.gov.au.

Please, Sir, can I have some more?
Moooooooore?!

Continue your KPST journey at kardiniapark.vic.gov.au.

What we've done together: 

What we've done together: 

Logo design
Brand identity design
Brand style guide
Stationery design
Signage design
Digital graphic design
PowerPoint presentation design
Photo editing and retouching

*Photography in this case study supplied by Kardinia Park Stadium Trust.

Want to team up?

If you've got a project on the horizon, or aren't sure where to start, let's chat.

I'm usually sitting at a desk here:
15 Pakington St. Geelong West
+61 401 159 626

But really, I spend most of my time here:
Instagram  /  Twitter  /  Facebook
@tellmefutureboy everywhere

I respectfully acknowledge the Traditional Owners of the land on which I work, and pay my respect to the First Nations Peoples and their elders past, present and emerging.