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“South Australia: A New State of Mindcampaign

Contributed by Nikolas Wrobel on Feb 14th, 2024. Artwork published in
July 2023
.
“South Australia: A New State of Mind” campaign 1
Source: fuller.com.au Fuller Brand Communication. License: All Rights Reserved.

South Australia’s government initiated “A New State of Mind”, a campaign showcasing the state’s progressive, diverse, and innovative character. This rebranding aims to transform South Australia into a magnet for growth, empowering individuals to contribute to it’s dynamic and sustainable future.

Leading the campaign with a dynamic approach, “A New State of Mind” introduces a vibrant and modern visual identity for South Australia, featuring a bold colour palette, dynamic typography, and captivating design elements.

Cosi Times (Nikolas Type) is heroing the South Australia wordmark with a modified structure of the R’s leg and a simplified, more condensed A.

All text uses Everett from type.weltkern. To enhance the visual appeal of major headlines, Fuller Brand Communications incorporated alternative glyphs from Cosi Times – scaled to 110% to match Everett’s cap height – thus infusing more expression into the visual identity.

This refreshing aesthetic reflects the campaign’s deep purpose, sparking a generational shift and forging a compelling narrative for the state.

“South Australia: A New State of Mind” campaign 2
Fuller Brand Communication. License: All Rights Reserved.
“South Australia: A New State of Mind” campaign 3
Fuller Brand Communication. License: All Rights Reserved.
“South Australia: A New State of Mind” campaign 4
Fuller Brand Communication. License: All Rights Reserved.
“South Australia: A New State of Mind” campaign 5
Fuller Brand Communication. License: All Rights Reserved.
“South Australia: A New State of Mind” campaign 6
Fuller Brand Communication. License: All Rights Reserved.
“South Australia: A New State of Mind” campaign 7
Fuller Brand Communication. License: All Rights Reserved.
“South Australia: A New State of Mind” campaign 8
Fuller Brand Communication. License: All Rights Reserved.
“South Australia: A New State of Mind” campaign 9
Fuller Brand Communication. License: All Rights Reserved.
“South Australia: A New State of Mind” campaign 10
Fuller Brand Communication. License: All Rights Reserved.
“South Australia: A New State of Mind” campaign 11
Fuller Brand Communication. License: All Rights Reserved.

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  • Cosi Times
  • TWK Everett

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