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Parramatta

2050

Concept Design + Collateral

About

Parramatta 2050 is an initiative of the City of Parramatta Council to prepare a long-term strategic vision that guides the City’s future and provides a platform for advocacy.

2024

Project

Concept design + Collateral
This project visually embodies the City's future vision for 2050 and beyond. Centered on ‘breaking through boundaries’ and ‘shattering barriers,’ the design uses fragmented shapes as a metaphor for disrupting conventions and embracing change. This fragmentation represents the catalyst for transformative growth and development.
Client
+ City of Parramatta
Role
+ Design 
+ Animation
Fragmented shapes
Fragmented shapes were designed to symbolise the building blocks of innovation. Their intersections create new perspectives, reflecting the city's dynamic, ever-evolving nature and boundless potential. Three distinct shapes represent the core themes of the 2050 vision: Gather, Create, and Innovate.
Fragmented Arrows
The conceptual metaphor is integrated into the brand’s graphic elements, forming fragmented arrows that reinforce the brand identity while evolving it for the future.
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Celia Zhao
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celia.y.zhao@gmail.com
Sydney Australia