SkyCity

Introduction:

Opening at the end of 2020 during extremely difficult conditions, The District has managed to successfully operate for now two years inside of SkyCity Adelaide. The infamous brewery inside a casino, in collaboration with Pirate Life, continues to grow rapidly and cement itself as one of Adelaide’s best breweries, live music, sporting & entertainment venues.

The District’s visual identity and marketing communications went mostly unconsidered since it’s launch. Business had to continue, but with tight timeframes and loose brand guidelines - promotions, campaigns and brand pieces grew more and more inconsistent across all communications.

Early 2022 became the perfect time to look at The District and understand how we can do better, and how we can use the visual identity to represent all the incredible things happening at The District. We wanted each piece of communication to cut through the market and stick in people’s minds.

Myself and a colleague embarked on resolving this issue by looking at how we can create visual consistency across all touchpoints for The District. While taking on this project, I took the opportunity to look at the current District brand and understand how this realigned brand strategy could be reflected within key elements, like the logo, the colours and the typography.