Bulky Waste Campaign
Maitland City Council
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The Brand Pool was commissioned by the Australasian Fire Authorities Council (AFAC) to transform the fire danger rating system across Australia, aiming for consistency and clear messaging.
The challenge was to develop a simplified system that effectively conveys risk and encourages action. Insights revealed that the current signage was convoluted and challenging for the public to understand.
The strategy focused on creating a system that maximised understanding of risk levels and associated required actions during emergencies. While updating the typography, colours, and layout, the recognisable ‘watermelon’ sign remained a key aspect.
The execution involved several changes, including a new ‘no rating’ section and reducing the risk states from six to four, simplifying the sign and reducing the community’s required actions. Colours were adjusted for contrast and legibility, and digital or manual timestamps were added for roadside signage. Additionally, solutions for online use and a comprehensive style guide were provided. The new system was implemented in September 2022, ensuring consistent and easily comprehensible fire danger ratings nationwide.
Maitland City Council
NSW DPI Fisheries
NSW Rural Fire Service
PO Box 1695
Newcastle 2300
New South Wales
Australia
We acknowledge that we work on the lands of the Awabakal nation. We wish to pay respect to their Elders – past, present and future – and acknowledge the important role all Aboriginal and Torres Strait Islander people continue to play within our region and all of Australia.
Awabakal Country
PO Box 1695
Newcastle 2300
New South Wales
Australia
We acknowledge that we work on the lands of the Awabakal nation. We wish to pay respect to their Elders – past, present and future – and acknowledge the important role all Aboriginal and Torres Straight Islander people continue to play within our region and all of Australia.
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