OPLAKC17
Project Type
visual identity
Client
QinetiQ Australia
QinetiQ Australia and Legacy Australia partnered together as Operation Legacy Kokoda Challenge 2017 (OP LAKC17) to raise funds in support of Legacy veterans and their families. Along with this partnership, 21 QinetiQ employees, combat veterans and Legacy youth embarked on a physically and mentally challenging activity of walking the WWII Kokoda Track. TheOPLAKC17 team needed a brand that would serve as a recognisable and visual identity throughout the duration of the challenge.
The artwork appeared in a number of posts on Legacy Australia’s Facebook page, on their website and Twitter account. I wanted to give our track participants an experience of “being there” while they’re walking in the footsteps of soldiers in July 1942, and their audience a feeling of being there with them. I’ve given the design an organic/hand drawn style in order to represent this and bring the campaign together visually.
results
- Of 29 applicants, 21 QinetiQ employees trained, fundraised and trekked the Kokoda Trail as a unified team
- $109,045.78 was raised for Legacy Australia
- 4 print and TV mentions of QinetiQ’s involvement in the initiative
- 500+ views of Kokoda articles on QinetiQ Australia intranet
- 85,000+ impressions on OP LAKC 17 social media posts across LinkedIn, Facebook and Twitter