This multi-year legacy project was undertaken to replace the essential, aging underground infrastructure on Dunedin's much loved George Street, while creating a vibrant new city centre above ground for our community to enjoy.

Focused on bringing positivity and enthusiasm to this project, Walsh and Beck developed the concept for Totally Georgeous, centered on the creation of an eternally positive, informative brand that would enthusiastically communicate the values of the project, whilst keeping the public and retailers informed and looking forward to the future.

Working with Aukaha Creative Lead Simon Khan, our team collaborated with Ngai Tahu artist Ephraim Russell on a set of graphic elements that would be present throughout the entire project, symbolising connectedness and new growth in the form of inter-connected ferns.

Together with the Dunedin City Council project team, our work involved creating engaging visual communications and the development of regular marketing campaigns to support retailers and the public to better understand the George Street vision, and what they should expect in the coming months and years.