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CM
Cameron McDiven

    ICF

Brand Design
Advertising
Communications
Event Design

Brand Design / Advertising / Communications / Event Design

The Need
The International Canoe Federation along with partners Mainpeak Australia, needed an event brand for this World Championship sporting event in the lead up to the Olympics. Vital was the need to drive strong merchandise sales and attract a crowd to witness the best paddlers on the planet in action.

The Method
Cameron worked with local indigenous artists to execute his design, imbuing the identity with a strong sense of place. This identity was then applied to street banners, posters, event signage, merchandise and programs.

The Benefit
Attendance was high for the event on the back of good exposure in local media and a large amount of international visitors attending the event. Strong merchandise sales were driven by an identity that showed a collectable quality as a momento of Australian culture.