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Parramatta Light Rail (Creative)

Parramatta Light Rail will create new communities and connect great places, with Stage 1 spanning 12 kilometres between Westmead, Carlingford, Parramatta CBD, and Camellia.

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Client

Project Value

$2.4 billion

Project Type

  • engagement
  • creative
  • communication

Success Factors

Developing a brand identity and unlocking assets that will be known, recognised and trusted over the four-year construction period.
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project outline
Please put first sentence overview on admin

Parramatta Light Rail will create new communities and connect great places, with Stage 1 spanning 12 kilometres between Westmead, Carlingford, Parramatta CBD, and Camellia.

Struber was engaged by Parramatta Connect (CPB Downer Joint Venture) to establish and implement the brand identity and communication tools.

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strategy

We developed a cohesive visual identity that represented all joint venture parties, and was recognisable and versatile across traditional and digital communication tools, both internally and externally.

Taking cues from individual brand colours, alignment to heritage eel nets of the local area, and Transport for NSW’s corporate guidelines, the Parramatta Connect identity signifies a cohesive and experienced team.

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tactics

Struber implemented the identity during the critical start-up period to unlock the creation of assets for the life of the project, including:

• Parramatta Connect brand guidelines

• Collateral such as templates, animations, signage, posters, EDMs, PPE, and a series of onboarding videos.

• Internal communications from the Project Director via EDMs

• Tools and templates to help the production of new assets such as a detailed alignment map.

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results

During the nine-month critical start-up period, Struber delivered:

• The Parramatta Connect brand rolled out within three months of mobilisation

• Ten five-minute videos with senior leaders to induct 800+ workforce at peak construction

• Detailed alignment map that increased pace of on approximately 150+ notifications across the project life

• Developed 25+ notifications, newsletters and fact sheets for early works communication

• 15+ Project Director EDMs

• 800+ high-quality site progress images

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