Design Team:

Chantelle Arancon
Alex Dunn
Meg Flavell
Alex Little
Welcome to Tyrone Morgan
Melanie Phommasouk

Parramatta Sunshine Sealtile

Jessica Zappavigna

Square Supervisor:
Kat Sandbach, Lecturer (Design,
Western Sydney University

Client:
Rosamund Palmer
Introduction

Design

Introduction
Research

Design
Rationale

City of Parramatta opened the first stage of the new Parramatta Square
CONCEPT 1
Welcome
precinct public domain in April 2020 with the final stages due for
completion in April 2022.
CONCEPT 2
Regulatory
Signage
We were briefed by the client to consider how visual communication
affects perceptions and experiences of public space by investigating:

CONCEPT 3
App 1. The experience of the Parramatta Square (PS) public domain from
the perspective of a young person, resident, or visitor.
CONCEPT 4 2. Innovate new ways that Council could regulate the public domain
Wayfinding
so that everyone feels safe, respected, and welcome.
3. Avoid installing signage that makes young people feel unwelcome.
CONCEPT 5
Social Media

Conclusion
Introduction

Design
Research Design Research
Design The team made several visits to the site, the first of which
Rationale
occurred during the day, around lunchtime. We were
immediately struck by the lack of colour in the space; it was plain
CONCEPT 1 and in keeping with the corporate vibe that it exuded. It
Welcome
appeared to be a gathering spot for professionals, blue collar
workers, and students. There was also a lack of navigation, with
CONCEPT 2 only one navigation point at one end of the square.
Regulatory
Signage

Overall, we had three main findings:

● In the eyes of a young person, they would feel
CONCEPT 3
App unwelcome in this space during the week. This space
does not appear to be designed for them.
● During the night the lack of lighting and regulatory
CONCEPT 4
Wayfinding signage made this a seemingly unsafe place to be
hanging around.
● There was a need for this space to be communicated as a
CONCEPT 5
Social Media
place where everyone could come together and feel
welcomed.

Conclusion
Introduction

Design

Design Rationale
Research

Design
Rationale

Based on our observations, we explored a range of different design

CONCEPT 1
Welcome
interventions that would:
● Welcome a wide range of people to PS
● Celebrate Parramatta’s story (past, present, and future)
CONCEPT 2
Regulatory
Signage
● Encourage people to respect the space
● Complement the existing urban design and adhere to the Council’s
branding
CONCEPT 3
App

On 14 April 2021 we presented a variety of concepts to the client, who

CONCEPT 4 selected 3 concepts for us to pursue further, from which emerged a new
Wayfinding
(4th concept). On the following pages we outline the original pitch, and the
final concepts we developed in response to client feedback.
CONCEPT 5
Social Media

Conclusion
Introduction

Design
Research
Welcome Original Pitch
Design
Rationale

CONCEPT 1
Welcome

CONCEPT 2
Regulatory
Signage

CONCEPT 3
App

CONCEPT 4
● Our welcome sign began life as the Welcome Stairs which were designed using languages
Wayfinding
spoken by Parramatta residents. It’s main aim was to make all visitors to the square feel welcome
within the space.
CONCEPT 5 ● In response to feedback, this was then refined and condensed to become a part of the regulatory
Social Media
signage. It was thought that alongside the regulatory, it would take away some of the severity and
visitors wouldn’t feel like they were being dictated to.
Conclusion
Introduction

Design
Research
Welcome Final Concept
Design
Rationale

CONCEPT 1
Welcome

CONCEPT 2
Regulatory
Signage

CONCEPT 3
App

CONCEPT 4
Wayfinding

CONCEPT 5
Social Media

The Welcome sculpture installation has been designed to be situated in areas where visitors would enter and
Conclusion exit Parramatta Square.
Introduction

Design
Research
Welcome Original Pitch
Design
Rationale

CONCEPT 1
Welcome

CONCEPT 2
Regulatory
Signage

CONCEPT 3
App

CONCEPT 4
Wayfinding

CONCEPT 5
Social Media

On entry visitors are greeted in the top languages spoken by residents of Parramatta, with a farewell upon exiting.
Conclusion These would ideally be situated at the train station, Smith Street and Church Street.
Introduction

Design
Research
Welcome Flat Artwork
Design
Rationale

CONCEPT 1
Welcome

CONCEPT 2
Regulatory
Signage

CONCEPT 3
App

CONCEPT 4
Wayfinding

CONCEPT 5
Social Media

Conclusion
Introduction

Design
Regulatory Signage Original Pitch
Research

Design
Rationale

CONCEPT 1
Welcome

CONCEPT 2
Regulatory
Signage

CONCEPT 3
App

● Our regulatory signs initially started as a

group of eight signs; seven light-hearted
CONCEPT 4
Wayfinding signs using comical and colloquial
language to engage the youth in a familiar
CONCEPT 5
sense with one sign that replicated the
Social Media generic 632 Regulatory Signage as per
standard design.
Conclusion
Introduction

Design
Research
Regulatory Signage Final Concept
Design
Rationale ● In the next stage of the
design development
CONCEPT 1 process we began to
Welcome
reduce our campaign
idea to a simple totem
CONCEPT 2
Regulatory
signage design. This
Signage
encompassed two circle
signs; one with the icons
CONCEPT 3 and another with the
App
information. We chose
this format as it allows
CONCEPT 4 for a modern and
Wayfinding
contemporary style that
is inline with the style
CONCEPT 5
Social Media
guide set by Parramatta
Council.

Conclusion
Introduction

Design
Research
Regulatory Signage Final Concept
Design
Rationale ● After our previous
consultation, enabling a
CONCEPT 1 space that flows without
Welcome
interruption was our key
goal. The idea of utilising
CONCEPT 2 adhesive stickers to place
Regulatory
Signage
around the square allows
for passerbyers to view the
regulatory signage in a
CONCEPT 3 way that’s clean and
App
concise without any
obstructions. The stickers
CONCEPT 4 result in a concept that’s
Wayfinding
non obtrusive, minimal and
contemporary.
CONCEPT 5
Social Media

Conclusion
Introduction

Design
Research
App Original Pitch
Design
Rationale

CONCEPT 1
Welcome

CONCEPT 2
Regulatory
Signage

CONCEPT 3
App

CONCEPT 4
Wayfinding

CONCEPT 5
● The app development started with the Heritage Hub webpage that supported a physical temporary
Social Media exhibition in the Powerhouse Community Space. Upon being encouraged to fully develop an app
concept without a physical manifestation the Our Parramatta app concept was created.
Conclusion
Introduction

Design
Research
App Final Concept
https://www.figma.com/file/eRK0WXWee8tYPVAC3MPstI/app-prototype?node-id=0%3A1
Design
Rationale
● Along with the original Heritage Sites idea with the ‘looking
CONCEPT 1
glass’ concept, navigation around Parramatta Square and the
Welcome
highlighting of local events are also featured, along with a
new Local Animals gamification. With feedback that existing
CONCEPT 2 ATParramatta sites could be integrated we brought the
Regulatory
Signage ‘Discover’ page to the forefront, highlighting venues around
Parramatta under three categories: Eat, Explore, and Play.
CONCEPT 3 ● The design of the app was made to not only present a level of
App
professionalism for key stakeholders, but to also be
welcoming for a wide range of users.
CONCEPT 4
Wayfinding

CONCEPT 5
Social Media

Conclusion
Introduction

Design
Research
App Final Concept
https://www.figma.com/file/eRK0WXWee8tYPVAC3MPstI/app-prototype?node-id=0%3A1
Design
Rationale
● The local creatures section within the app allows families and
CONCEPT 1
young people to discover different creatures located in
Welcome
Parramatta. The app provides information about the creatures
and fun facts. Users can decide to use the feature called
CONCEPT 2 "Hidden creatures". This allows the users to find and unlock
Regulatory
Signage the creatures scattered around Parramatta Square. When all
the creatures are unlocked, a message of completion appears
CONCEPT 3 and encourages users to visit Parramatta Park (a 9-minute
App
walk) to find the animals in real life. As a team, we thought this
was a great incentive because Parramatta hosts major events
CONCEPT 4
Wayfinding and activities there.

CONCEPT 5
Social Media

Conclusion
Introduction

Design
Research
App Final Concept
Design
Rationale

CONCEPT 1
Welcome

CONCEPT 2
Regulatory
Signage

CONCEPT 3
App

CONCEPT 4
Wayfinding

CONCEPT 5
Social Media ● Still images of different components within the app.

Conclusion
Introduction

Design
Research
App Final Concept
Design
Rationale

CONCEPT 1
Welcome

CONCEPT 2
Regulatory
Signage

CONCEPT 3
App

CONCEPT 4
Wayfinding

● An alternative to the previous sculpture idea is to create a poster using vinyl stickers as they
CONCEPT 5
Social Media are more durable but not permanent. Each poster will have a QR code. When scanned, the
QR code will direct the viewers to the app, unlocking the first hidden creature to encourage
the viewers to learn about the local wildlife while exploring Parramatta Square.
Conclusion
Introduction

Design
Research
Wayfinding Original Pitch
Design
Rationale

CONCEPT 1
Welcome

CONCEPT 2
Regulatory
Signage

CONCEPT 3
App

CONCEPT 4
Wayfinding

CONCEPT 5
● Our wayfinding system began and is continuing as a visual metaphorical guide to assist visitors in finding
Social Media their way around Parramatta Square.
● This initially consisted of a navy hand element where we explored different aspects on how conceptual and
minimal this could be. There was a resemblance of Indigenous art within the spiral too, or it can be
Conclusion
perceived as being ‘lost’ before being guided along the colourful lines.
Introduction

Design
Research
Wayfinding Final Concept
Design
Rationale

CONCEPT 1
Welcome

CONCEPT 2
Regulatory
Signage

CONCEPT 3
App

● We celebrate diversity by welcoming everyone to the domain and investigating which groups of minorities we can
CONCEPT 4 assist in feeling more included. In response to previous feedback, we expanded on how to incorporate exclusivity
Wayfinding
through universal symbols.
● We discovered that the elevator was difficult to locate for the disabled, so we noted this in the system and created
CONCEPT 5 universal symbols for illiterate and non-native English speakers to assist them in locating different areas within the
Social Media
domain.
● The vibrant colours retain the brand colours, but we had to adjust the colours due to the material's limited colour
availability.
Conclusion
 Day Night

● This mockup depicts how the wayfinding designs will appear in real life.
● This will be located at the main entrance to the train station exit, which leads out to the rest of the area.
● The colour of each wayfinding point corresponds to its location.
● We considered how the design would appear during the day and night to ensure versatility and legibility
for the domain and visitors.
Introduction

Design
Research
Wayfinding Final Concept
Design
Rationale ● Wayfinding research was conducted to develop an
Augmented Reality interactive experience in relation to our
CONCEPT 1 app concept.
Welcome
● This research highlighted key points of the public domain and
efficient travel destinations.
CONCEPT 2 ● The initial development and site observations laid a solid
Regulatory
Signage foundation for the next steps in the wayfinding journey.
● This included creating a simple map of the Parramatta Square
domain.
CONCEPT 3
App

CONCEPT 4
Wayfinding

CONCEPT 5
Social Media

Conclusion
Introduction

Design
Research
Wayfinding Final Concept
Design
Rationale

CONCEPT 1
Welcome ● We expanded on this wayfinding concept
by creating 'fruits,' which will be placed
CONCEPT 2
along their assigned wayfinding colour.
Regulatory ● These fruits will be used to generate
Signage
excitement for upcoming events in
Parramatta.
CONCEPT 3 ● It's also interactive in the sense that each
App
'fruit' has a QR code that directs viewers to
its website page for more information.
CONCEPT 4 ● The fruits also help guide people through
Wayfinding
the square to get to a general location,
such as Western Sydney Building, the train
CONCEPT 5 station and the food area.
Social Media

Conclusion
Introduction

Design
Research
Wayfinding Final Concept
Design
Rationale

CONCEPT 1
Welcome

CONCEPT 2
Regulatory
Signage

CONCEPT 3
App

CONCEPT 4
Wayfinding

CONCEPT 5
Social Media ● These universal signs are stickers that will be attached along its allocated wayfinding colour and help assist where
specific locations are within the area. So each sticker will be faced towards where we intend to guide the person.
● For example, the WSU shuttle bus sticker is alongside the Smith St wayfinding line and faces towards its direction.
Conclusion To reiterate these universal symbols, this was to help guide disabled, illiterate or non-native english speakers.
Introduction

Design
Research
Wayfinding Final Concept
Design
Rationale

● This map of the PSQ

CONCEPT 1 domain depicts how the
Welcome
floor wayfinding system
could be streamlined
CONCEPT 2 across the space.
Regulatory
Signage
● Each ending point from
the main 'hands' element
has a 'train' universal
CONCEPT 3 symbol that leads into the
App
domain.
● This ensures the start and
CONCEPT 4 end points were
Wayfinding
accessible and versatile
while also piqueing
CONCEPT 5 people's interest.
Social Media

Conclusion
Introduction

Design
Research
Wayfinding Final Concept
Design
Rationale

CONCEPT 1
Welcome

CONCEPT 2
Regulatory
Signage

CONCEPT 3
App

CONCEPT 4
Wayfinding

CONCEPT 5
Social Media
● This mockup demonstrates how the universal symbols would look like in person when placed
along the wayfinding lines.
● We found these were the most appropriate places to place them but this can be
Conclusion interchangeable at any time.
Introduction

Design
Research
Wayfinding Final Concept
Design
Rationale

CONCEPT 1
Welcome

CONCEPT 2
Regulatory
Signage

CONCEPT 3
App

CONCEPT 4
Wayfinding

CONCEPT 5
Social Media
● This is how the wayfinding lines and universal symbols would be seen during the night, assisted
using luminescent material - making it easier for people to see and locate their destination point.
Conclusion
Introduction

Design
Research
Wayfinding Final Concept
Design
Rationale

CONCEPT 1
Welcome

CONCEPT 2
Regulatory
Signage

CONCEPT 3
App

CONCEPT 4
Wayfinding

CONCEPT 5
Social Media ● Further example of how the universal symbols would be placed during the day on the ‘Smith St’ wayfinding line.

Conclusion
Introduction

Design
Research
Wayfinding Final Concept
Design
Rationale

CONCEPT 1
Welcome

CONCEPT 2
Regulatory
Signage

CONCEPT 3
App

CONCEPT 4
Wayfinding

CONCEPT 5
Social Media ● Night time mockup using luminescent material

Conclusion
Introduction

Design
Research
Appendix Wayfinding Materials
Design
Rationale

Materials
CONCEPT 1
Welcome
● The overall wayfinding hand design will be created through luminescent
paint. This will allow for accessibility during both day and night as the glow
CONCEPT 2 in the dark feature allows for guidance during the night.
Regulatory
Signage
● The fruit would be created with a vinyl stickers, but the text would glow in
the dark. The vinyl allows for non-permanent options that would suit the
CONCEPT 3
App promotion of events that occur, and then will be removed once the event
is over.

CONCEPT 4
Wayfinding
● (The link directs you to a document that has information about materials we
have collated)

CONCEPT 5
Social Media

Conclusion
Introduction

Design
Research
Appendix Wayfinding Materials
Design
Rationale

CONCEPT 1
Welcome

CONCEPT 2
Regulatory
Signage

CONCEPT 3
App

CONCEPT 4
Wayfinding

CONCEPT 5
Social Media

Conclusion
Introduction

Design
Research
Appendix Wayfinding Materials
Design
Rationale

CONCEPT 1
Welcome

CONCEPT 2
Regulatory
Signage

CONCEPT 3
App
Website Links:

CONCEPT 4 ● https://www.hartac.com.au/
Wayfinding
● https://prettystickytape.com.au/Ultrapremium-Glow-Tape-p52327608
● https://www.hivisafety.com/photoluminescent-aluminum-anti-slip-stair-nosing.html
CONCEPT 5
Social Media ● https://www.glowinggecko.com.au/
● http://www.realglow.com/glow-pigments/

Conclusion ● http://www.realglow.com/photoluminescent-pigment/
Introduction

Design
Research
Appendix Wayfinding Materials
Design
Rationale

CONCEPT 1
Welcome

CONCEPT 2
Regulatory
Signage

CONCEPT 3
App

CONCEPT 4
Wayfinding

CONCEPT 5
Social Media

Conclusion
Introduction

Design
Research
Social Media
Design
Hashtags: #discoverparra #parrasquare #ourparramatta #psq #PSILoveYou #ChooseYourPath
Rationale
#GlowingAdventuresPSQ #FindYourWayPSQ

CONCEPT 1
Welcome
● We have developed an idea for a promotional campaign made up of short videos/ads
to welcome visitors; to the Square to inform them of activities and dining experiences
CONCEPT 2
Regulatory
whilst reminding those of maintaining appropriate behaviour within the area.
Signage

● Creating videos/ads would allow a wider creative spectrum as we would no longer be

CONCEPT 3 restricted to a singular two-tone colour palette and structure of the regulatory signage.
App

● To address the target audience we thought the most appropriate platform to execute
CONCEPT 4 this campaign would be Instagram. Instagram posts can be promoted to a large and
Wayfinding
specific audience at a reasonable price and is a platform used by many within the age
demographic of the target audience.
CONCEPT 5
Social Media

Conclusion
Introduction

Design
Research
Social Media
Design
Rationale

CONCEPT 1
Welcome

CONCEPT 2
Regulatory
Signage

CONCEPT 3
App

CONCEPT 4
Wayfinding

CONCEPT 5
Social Media Instagram post mock-up

Conclusion
Introduction

Design
Research
Social Media
Design
Rationale

CONCEPT 1
Welcome

CONCEPT 2
Regulatory
Signage

CONCEPT 3
App

CONCEPT 4
Wayfinding

CONCEPT 5
Social Media Instagram post mock-up

Conclusion
Introduction

Design
Research
Social Media
Design
Rationale

CONCEPT 1
Welcome

CONCEPT 2
Regulatory
Signage

CONCEPT 3
App

CONCEPT 4
Wayfinding

CONCEPT 5
Social Media

Conclusion
Introduction

Design
Research
Social Media
Design
Rationale

Below are examples of .gifs

CONCEPT 1
Welcome that could be used as
singular posts rather than
carousel options. Please
CONCEPT 2
Regulatory use the links below to
Signage
access these

CONCEPT 3
App

CONCEPT 4
Wayfinding

CONCEPT 5
Social Media

https://imgur.com/NOkG1bX https://imgur.com/Ubh0aFN https://imgur.com/FAorJqP

Conclusion
Introduction

Design
Research
Social Media
Design
Rationale

CONCEPT 1
Welcome

CONCEPT 2
Regulatory
Signage

CONCEPT 3
App

CONCEPT 4
Wayfinding

CONCEPT 5
Social Media

Single posts each of multiple images

Instagram post mock-up -
(carousel)
Conclusion
showcasing carousel
Introduction

Design
Research
Social Media
Design
Rationale

CONCEPT 1
Welcome

CONCEPT 2
Regulatory
Signage

CONCEPT 3
App

CONCEPT 4
Wayfinding

CONCEPT 5
Social Media

Conclusion Instagram post mock-up ‘Wayfinding fruit series’ Single posts each of
multiple images (carousel)
Introduction

Design
Research
Social Media
Design
Rationale

CONCEPT 1
Welcome

CONCEPT 2
Regulatory
Signage

CONCEPT 3
App

CONCEPT 4
Wayfinding

CONCEPT 5
Social Media

‘Wayfinding fruit series’ - Single posts

Instagram post mock-up - showcasing carousel
each of multiple images (carousel)
Conclusion
Conclusion
Introduction

Design
Research

Design
Rationale

CONCEPT 1 Our aim was to explore how visual communication design

Welcome
could make Parramatta Square a welcoming place for all.

CONCEPT 2 The feedback we received from the client enabled us as a

Regulatory
Signage team to further develop our ideas into 4 distinct concepts
that reflect an inclusive and authentic Parramatta.
CONCEPT 3
App
Thank you Roz for the opportunity to work on such a
unique project!
CONCEPT 4
Wayfinding

CONCEPT 5
Social Media

Conclusion
Thank You