Parramatta Aquatic Centre is a brand-new $88.6M health and wellness complex, replacing the longstanding Parramatta Pool. Designed to serve the growing Western Sydney region, City of Parramatta needed to excite and engage a large and diverse population about the opening while encouraging interest in memberships and swim school.
As a central hub for a multiculturally diverse population, we developed ‘The PAC’ as an ownable collective noun for everyone who uses the facility, which doubled as a short name for the facility itself. This opened up near endless copy-led executions which allowed us to effortlessly showcase the new facilities and, combined with our new branding, included the whole community with a vibrancy that matched the new feel of the area.
