Case study
Designed the official Look Kit for the 2018 Gold Coast Commonwealth Games, applying the CG2018 brand across 18 stadiums, city precincts and every touchpoint down to the smallest decal.
Major International event branding
Global broadcast audiences, spectators and athletes
Brand activation across a major international event
Gold Coast Commonwealth Games Organising Committee
As a key agency resource on the 2018 Gold Coast Commonwealth Games at MMR, I was tasked with applying the CG2018 brand across an enormous physical and digital footprint — from full stadiums and city precincts to the smallest signage decal — while accounting for athlete, spectator and global broadcast perspectives.
Key Features:
Brand System at Scale: Developed the look kit of parts as the blueprint for the entire games, covering 18 stadiums and every games precinct.
1,500+ Artwork Assets: Produced the full suite of brand application assets and detailed usage guidelines.
Multi-Audience Design Thinking: Designed for three simultaneous viewpoints — athlete eyeline, live spectators and global television audiences.
Result: The look kit was successfully delivered as the brand blueprint for the entire games, ensuring consistent, high-impact brand application across every venue and touchpoint.