Centennial Park is one of Sydney’s most beloved green spaces - an expansive 190-hectare site in the city’s inner east dedicated to recreation, learning, and leisure.

The challenge was to reinvigorate the park’s identity across physical and visual touchpoints, transforming it into a cohesive, welcoming environment better reflecting its scale, personality, and public importance.

The new identity centres around a shape drawn from the park’s own perimeter - a visual cue to its vastness and accessibility. This organic form became a recurring graphic element across applications, from posters and signage to uniforms and vehicle livery. A refreshed colour palette, drawn directly from the park’s natural elements - sunlight, water, and native flora - infuses the brand with warmth, vibrancy, and life.

The goal was not just to improve visibility, but to elevate the park’s aesthetic experience. Posters were treated as art pieces rather than mere announcements, using fluid forms from the logo system to frame seasonal events and community programs. This brought a visual consistency to park communications, while also adding cultural and emotional value.

Wayfinding was reimagined to address the park’s generous scale and previously disjointed signage. Clear iconography and bold yet friendly shapes improve navigation while maintaining a sense of play. Onsite maintenance vans and groundskeeper uniforms carry the identity forward - designed to be both practical and approachable, extending the brand into the everyday life of the park.

The result is a visual system mirroring the park’s role in the community: open, vibrant, and alive with possibility. As Sydney’s inner-east playground, Centennial Park now has an identity as expansive and inviting as the space itself.