“South Australia: A New State of Mind” campaign
South Australia’s government initiated “A New State of Mind”, a campaign showcasing the state’s progressive, diverse, and innovative character. This rebranding aims to transform South Australia into a magnet for growth, empowering individuals to contribute to it’s dynamic and sustainable future.
Leading the campaign with a dynamic approach, “A New State of Mind” introduces a vibrant and modern visual identity for South Australia, featuring a bold colour palette, dynamic typography, and captivating design elements.
Cosi Times (Nikolas Type) is heroing the South Australia wordmark with a modified structure of the R’s leg and a simplified, more condensed A.
All text uses Everett from Weltkern. To enhance the visual appeal of major headlines, Fuller Brand Communications incorporated alternative glyphs from Cosi Times – scaled to 110% to match Everett’s cap height – thus infusing more expression into the visual identity.
This refreshing aesthetic reflects the campaign’s deep purpose, sparking a generational shift and forging a compelling narrative for the state.
