The challenge

The Northern Territory suffers from misperceptions people hold for the place. The Northern Territory government needed to reframe its image to reflect a truer vision of its land and people.

The Royals answered with a totally new and unexpected brand that replaces outdated visual stereotypes with a new logo, colour palette and aspirational photography–reflecting real and unexpected stories of the Territory. We launched a website to convey this new narrative and expose the refreshed territory’s brand to the world.

Prototyping

My role in this project was to set the website’s structure, layout and user flow. Based on the UX architect research, I was able to craft wireframes and create a low-fi prototype through InVision to test and iterate the experience.

Design exploration

In parallel of prototyping, I started exploring the UI and interactions, working mostly on concept art. I wanted to convey an idea, throughout the experience, of modernity and organic feeling.