Client:
GoldlinQ
Studio:
Generation Alliance
Role:
Lead designer
Naming concept
Identity concept and design
Identity guidelines
Tender document design
GoldlinQ is a consortium specialising in the investment, development and operation of public infrastructure projects. As a defining feature in a tender bid to construct and operate Gold Coast’s first light rail system, the consortium engaged Generation Alliance to differentiate their proposition by defining a strong brand strategy to anchor organisational values and drive customer engagement.
An activated identity: Naturally connected
The identity is a bold expression for the vision of Gold Coast, with the logo activating connections between people, places and the natural environment. Strong use of typography as a graphic device is used to provide instant brand recognition as well as serving as a strategic communications tool; allowing a consistent tone of voice to be supported by evolving visual expressions over long periods of construction, launch and ongoing maintenance.
The winning tender saw G:Link open in July 2014 with a free travel day, reaching over 1.74 million passengers in its first 100 days of operation. In a little over 18 months, trip numbers were up to 10 million. In preparation for the 2018 Commonwealth Games, a 7.3km (4.5 mi) northern extension was opened.