Operation Legacy Kokoda Challenge 2017 (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. The OPLAKC17 team required a distinctive and memorable brand identity to represent them visually throughout the challenge.

The artwork appeared in a number of posts on Legacy Australia's Facebook page,on their and X 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, while also giving their audience a sense of being there alongside them. The organic, hand-drawn design style visually unifies the campaign and reinforces this connection.

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