The
Drive

A weathered South Australian icon that has had its time in the sun needed a facelift and with it a new lease on life. It needed to be brought into the now and set up for a wonderful future as part of the SA entertainment landscape. ​

Memorial Drive is synonymous with Tennis and good times in the minds of a generation of South Australians. It occupies some of the best real estate in the city but had been neglected and walked-by for the majority of the last decade. It still played host to an annual international tournament, but the likes of the Rolling Stones ​

and Powderfinger were no longer knocking down the door to play there.

Following extensive renovations, the facilities are now world-class and the stadium features a roof that allows air flow while promoting year-round use. In addition, there’s updated seating and facilities throughout.​

Our job, was to bring South Australia on the journey, let them know the Memorial Drive they love is still open for business but better equipped than ever before to meet the demands of a modern entertainment-seeking audience. 

We worked with Tennis SA on their strategic plan and together we arrived at the value proposition “Feel alive in the moment”. ​

This became the backbone of our brief to rename the precinct, create a brand identity, website and then re-introduce The Drive to South Australia.​

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The art direction of the identity was driven by a need to progress the brand and present it as being a true, multi-use facility. ​

It revolves around the graphic treatment of the “I” which has links to the tennis heritage but becomes an ownable device, supported by a contemporary colour palette that provides flexibility across many different visual executions.

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