Partnering with Grieve Gillett Architects, Rodeo defined the communication elements of the ANZAC Centenary Memorial Walk, part of the National Centenary of ANZAC program. Honouring over 102,000 Australians and their families, Rodeo focused on signage, storytelling, brand identity and typography to enhance visitor experience and support the Memorial’s role as a lasting public precinct.

Challenge

The project required a communications strategy that conveyed inclusion, respect and connection for the public, veterans and stakeholders. Messaging needed to flex from formal to accessible while providing a cohesive visual language across permanent marble and steel elements.

Solution

We developed story touchpoints, typographic systems, and wayfinding that guided visitors and reinforced the narrative. The custom Newzald typeface, based on classic Dutch serifs with contemporary refinements, ensured timeless relevance. Collaboration with Grieve Gillett Architects and Veterans SA integrated design seamlessly into the site.

Outcomes

The Memorial Walk transforms Kintore Avenue into an engaging precinct, connecting Government House, North Terrace and the Riverbank. Cohesive signage, storytelling and typography enhance public interaction, celebrate Australia’s military history, and support the Walk’s role as lasting national infrastructure.

Services
Communication strategy
Storytelling and messaging
Typographic design
Visual identity
Signage and wayfinding
Stakeholder consultation
Project management

Deliverables
Typographic system
Signage system
Story touchpoints
Messaging framework
Video visualisations
Wayfinding strategy
Integration into precinct

Photography: Peter Barnes, GGA, Rodeo.