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Jacka, Suburban Land Agency
Identity Design & Launch Campaign

CREATIVE DIRECTION

GRAPHIC DESIGN
VISUAL DESIGN SYSTEM
LAUNCH COLLATERAL
MOTION DESIGN

ANIMATED ADVERTS

BRAND STYLESHEET

FINISHED ART
BRAND ASSETS

The challenge

Develop a brand proposition, visual identity and creative campaign to launch Suburban Land Agency's sustainably developed and first all-electric community. Integrating the mission and values of the master brand.

"It's in our nature" is a bold, proud, and inclusive statement that reflects the essence of Jacka.

It conveys a direct association with sustainability, emphasising the lifestyle and environmental benefits of living in Jacka. Leveraging the double-meaning of the brand proposition allows us to connect with residents on two levels. Firstly, it encourages residents to embrace the natural environment surrounding Jacka and enjoy the outdoor lifestyle. Secondly, it appeals to their inherent desire to live sustainably and the environmental considerations undertaken in the planning and development of Jacka. Creating a sense of unique and good character, fostering a community that values sustainability and a harmonious relationship with the environment. We evoke the feelings of being at one with nature with a calm, grounded tone.

Client: Suburban Land Agency (Jacka Land Release)

Agency: TANK

John Warburton: Brand Value Proposition, Campaign Strategy, Messaging Direction

Cassandra Eddy: Art Direction, Design System, Brand Stylesheet, Visual language, Graphic Design, Motion Design

Marita Davies: Content Lead, Copywriting

The logomark is a direct connection to the lead brand proposition and attributes of the tone-of voice: optimistic, invigorated, open and integrated with nature.

The logo represents a burst of energy – symbolising both the community's open and vibrant personality and its pioneering role as Canberra's first all-electric community.

Additionally, the icon represents a sun over horizon lines, inspiration from nature, and love and care for the natural environment. This symbol can also be interpreted as a subtle nod to the Anzac Rising Sun and the pride hold for the Anzac heritage of Jacka.

Social Stories

Animated Video

Social Newsfeed
Animated Video

Brand colours to honour the local native environment.

Land, water, sky, flora and fauna.

The Canberran native environment provides the inspiration for our brand colours. All the flora and fauna references are native to Canberra, with tree references specific to Jacka.

Photography Direction.

Open Horizon Lines Inspire Us.

Capturing a sense of awe and wonder at the natural world surrounding Jacka. Focusing on scenes of parks and ranges located at Jacka's doorstep, images capture the expansive feeling of living in a place where the horizon line is always present.

Clear skies with gradient sunrises enhance the feeling of open space. Ample negative space within the images allows for a sense of contemplation and encourages viewers to imagine themselves experiencing these breathtaking views, living a life wide open.

Nature as our playground.

Evoking a sense of fun, adventure, and learning within the natural environment. The focus should be on showcasing the diverse range of recreational opportunities available near Jacka, including parks, forests, waterways, bike trails, hiking trails, and accessible areas. Images should capture the spirit of exploration and discovery, inviting viewers to imagine themselves immersed in these natural settings.

Thriving with Inclusive Living.

Authentically portray the richness and diversity of the community, showcasing people of all backgrounds and abilities enjoying the vibrant local life. Images should capture the spirit of inclusivity in action, whether it's families enjoying a picnic at the park, friends sharing a meal at a bustling food truck festival, or individuals of all ages and abilities accessing and participating in community events like gallery openings and playgrounds. The photography should highlight the accessibility of these spaces and activities, ensuring that everyone feels welcome and included in the community.

A Sustainable Way of Life.

Capturing the essence of environmentally conscious and inclusive activities that contribute to a more sustainable future. Images showcase the diverse ways the community embraces sustainable living, such as utilising green buildings, embracing accessible design, participating in community events that promote sustainability, adopting renewable energy sources like electric power, and engaging in activities like growing their own food.