The One Centre
UX, Branding & Digital
After a period of change and transformation The One Centre was keen to revitalise their excisting brand identity – echoing the company's evolution whilst cementing the innovation company's position as an industry leader. The One Centre's mantra 'Strategy + Artistry' became the foundation for this new brand direction.
Looking at the existing digital presense of ABC, there was a noticable lack of consistency and coherence. Unlike the brand's presence on tv, the online brand had slowly deteriorated through decades of updates and hacks. Our goal was to rebuilt ABC's digital presence from scratch and create a more coherent experience across all of the products and services, everything from ABC news to ABC Kids, Triple J and iView.
Tapping into the knowledge of the internal ABC team, and interviewing the ABC audience provided us with a wealth of knowledge and a starting point on which to rebuilt the ABC identity.
The OneABC experience had to demonstrate world class functionality and design and present content to users simply and efficiently across all chosen touch points. The solution also had to be flexible and scaleable to allow continual product evolution.
To ensure that the OneABC vision would be accurately executed and communicated to multiple parties, our priority was to develop and document a Design Language System. This system had to articulate all brand, design and interaction aspects of the OneABC platform.
TYPOGRAPHY – With more than 7 million Australians visiting ABC online every month, text has become a key part of its digital content. The ABC online News team alone produces approximately 60,000 web pages each year, most with text as the main content form. So part of our design language system we set out to create a single font family that was highly legible but also diverse enough so it could be suitable for serious applications like news reporting but also human and friendly enough to reflect the Australian culture, landscape, people and media.
Crafted by Wayne Thompson of the Australian Type Foundry It was designed to replace the thousands of font configurations in use across the ABC. The design began with rigorous research into Australian visual language which revealed that nature plays a significant role in creating iconic Australian design. "First was the connection to the land with a coastal and outback feel. The open spaces of a wide brown land played a significant role. A sense of contrast that is simultaneously austere and rich. A true sense of inclusiveness that celebrates diversity and multiculturalism. And finally that special larrikin mentality that does not take itself too seriously", says Wayne Thompson.