Case study
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.