Norwest:
Feel Alive

Brand Evolution, Signage, Web, Print, Environmental

Designed at Rare Identity
Creative Director: Peter Howie

A new campaign for Norwest to bring alive the vibrant new heart of Sydney's booming north west region.

Mulpha’s Norwest brand had evolved over many years and creative partners, meaning there was a diverse array of assets and equity waiting to be utilised in a cohesive new approach to the brand. Incorporating the tagline ‘feel alive’ into the logo served as the starting point for a re-imagined Norwest, selling the idea that it was a city to live, work and play in the present. The brand needed to include space for an exisiting ’Cutoff’ device, a fluid quadrilateral device with a sawn off corner, as well Mulpha’s six place-making initiatives for improving Norwest.

Underpinning the evolution was a brand new Norwest website, covering everything from current news and events local to Norwest to Mulpha’s upcoming property for sale. A revitalised display suite was also required, including artwork for custom designed joinery detailing each initiative as well as billboards, outdoor signage and even a car.