A brand you can feel
Destination NSW
New South Wales is defined by contrast — wilderness and city, culture and landscape, movement and stillness. The challenge wasn’t to catalogue destinations, but to translate the emotional energy of the state into a brand system people could feel.
New South Wales is defined by contrast — wilderness and city, culture and landscape, movement and stillness. The challenge wasn’t to catalogue destinations, but to translate the emotional energy of the state into a brand system people could feel.
New South Wales is defined by contrast — wilderness and city, culture and landscape, movement and stillness. The challenge wasn’t to catalogue destinations, but to translate the emotional energy of the state into a brand system people could feel.
What we did
– Identity system design
– Visual language
– Brand architecture
– Colour system
– Typography system
– Campaign rollout direction
– Art direction
What we did
– Identity system design
– Visual language
– Brand architecture
– Colour system
– Typography system
– Campaign rollout direction
– Art direction
As Design Director within a large multidisciplinary team, my role focused on shaping a visual identity that turned tourism into emotion. The mark captures motion and momentum, acting as a flexible anchor across an expansive system built around seven core feelings. Colour, typography and art direction were deliberately raw, vibrant and human — reflecting the collision of nature and culture that defines NSW.
As Design Director within a large multidisciplinary team, my role focused on shaping a visual identity that turned tourism into emotion. The mark captures motion and momentum, acting as a flexible anchor across an expansive system built around seven core feelings. Colour, typography and art direction were deliberately raw, vibrant and human — reflecting the collision of nature and culture that defines NSW.
As Design Director within a large multidisciplinary team, my role focused on shaping a visual identity that turned tourism into emotion. The mark captures motion and momentum, acting as a flexible anchor across an expansive system built around seven core feelings. Colour, typography and art direction were deliberately raw, vibrant and human — reflecting the collision of nature and culture that defines NSW.
The palette draws from real environments across the state, grounding the brand in place while keeping it expressive. A modular architecture allows the system to scale from campaign to culture, unifying NSW with Sydney while remaining adaptable across touchpoints. The result is a usable, living identity — one designed to move, flex and evolve as the state does.
The palette draws from real environments across the state, grounding the brand in place while keeping it expressive. A modular architecture allows the system to scale from campaign to culture, unifying NSW with Sydney while remaining adaptable across touchpoints. The result is a usable, living identity — one designed to move, flex and evolve as the state does.
The palette draws from real environments across the state, grounding the brand in place while keeping it expressive. A modular architecture allows the system to scale from campaign to culture, unifying NSW with Sydney while remaining adaptable across touchpoints. The result is a usable, living identity — one designed to move, flex and evolve as the state does.
© 2026 Noice
Good brands are felt, not just seen
Let's build yours →
Good brands are felt, not just seen
Let's build yours →
Good brands are felt, not just seen
Let's build yours →
© 2026 Noice
© 2026 Noice
A brand you can feel
Destination New South Wales