A&D ANNUAL 2021

Catherine Sant

There is a lack of support for arts and urban culture in Sydney’s city of Parramatta. With Sydney being a centralised network and a rapidly evolving urban landscape, Parramatta must not be overlooked as a major actor in social and cultural production. Limited entertainment facilities, events, and promotional support in areas other than the inner-city spark concerns surrounding quality of life, well-being, and economic development. Using gamification and participatory design to harness audience participation, the 'Your Parramatta Culture Building Campaign' seeks to place the existing but overlooked demand for cultural arts activity at the forefront. The graphic promotional campaign includes a brochure, stickers, wall posters, way-finding elements and a mobile app prototype, and is centred around an urban scavenger hunt. The campaign aims to inspire young people to wander the Parramatta CBD and wonder about what the landscape could be for them in the future.