Nature's Playground:
Perth Duty Free

Perth Duty Free called for a brand campaign rooted in the landscape, culture and spirit of Western Australia — a place of extraordinary natural beauty and deep indigenous heritage. Working at Inspired&Co, I led the creative direction and art direction of an identity built around a simple but powerful idea: Nature's Playground.

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The creative foundation came from an unexpected and meaningful source — the Nyoongar Six Seasons calendar, the indigenous framework through which the Noongar people of south-west Australia understand, experience and respect the land across the year. Six distinct seasons — Birak, Bunuru, Djeran, Makuru, Djilba and Kambarang — each with its own colours, textures, moods and stories. From the explosion of wild flower blooms to the golden warmth of the Pinnacles, the seasonal cycle gave the identity a rich, ever-evolving colour and materials palette that felt genuinely of the place.

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The result marries traditional storytelling with artful, contemporary intervention — an identity that could carry the warmth and wildness of Western Australia through every surface, screen and retail environment, welcoming travellers with a sense of place the moment they arrived.