Client: Blacktown City Council
Blacktown Exercise Sports Technology Hub
Blacktown Exercise Sports Technology Hub
Year
2023
Scope
Brand strategy
Brand architecture
Naming
Key messaging
Brand identity design
Brand guidelines
Marketing collateral
Advertising
Wayfinding strategy
Signage design
Documentation
Pictogram design
Architect
ARM Architecture
Strategy and design outcomes
Blacktown Exercise Sports and Technology Hub (BEST) aims to be Australia’s leading integrated sports, health and education precinct. The project included strategy, naming, copywriting, branding and marketing collateral including website, videos and brochures.
The naming and its acronym ‘BEST’ created a simple and powerful brand. It encapsulates the ambition of the precinct whilst being memorable to engage the local community and allowing for ‘your best’ to be interpreted at multiple skill and ability levels. The distinctive architecture designed by ARM Architecture was inspired by the pathway of a bouncing ball. This concept was leveraged for the visual identity to create a cohesive user experience. Ring motifs reference the sites previous role as a Sydney 2000 Olympic venue.
Project Background
BEST will deliver world-class facilities, patient care and rehabilitation services alongside leading education and research programs, right in the heart of Western Sydney.
Mayor Bleasdale said “the Hub was a unique, first-class resource for Blacktown City and Western Sydney…BEST would take community health and sports innovation to a new level. BEST represents a $100 million investment in changing lives for the better, through health and sports innovation”.
Located within Blacktown International Sportspark, BEST will offer great public amenities and technical facilities, including: treatment rooms, a biomechanics laboratory, strength and conditioning facilities, and an environmental chamber. Blacktown City Council is proud to partner with the Australian Catholic University, Sydney West Sports Medicine, Went West, and the AFL as well as the many teams that call the Sportspark home to enhance performance across many sports.