Hosted in Melbourne (AU), the three-location event boasted a record spectator attendance for swimming's peak body. With over two thousand athletes from 167 countries, the crowds were treated to the world's best, including a Michael Phelp's masterclass of five world records.
The event's branding was created by a UK agency from which the style guide was passed onto Dot Dash for event dressing and wayfinding. There were two key challenges:
- Interpreting and applying the loose visual language and logo mark across a variety of physical structures, from railing banners that encircled entire stadiums to cylindrical pontoons, branded food trucks to background murals.
- Maintaining brand consistency during production across a variety of substrates and environments, including waterproof printing, vinyl UV ratings, meshing density, and fabrication substrate sizes.