mascot

GATEWAY TO THE WORLD

The postcard series for Mascot Suburban, commissioned by Bayside Council, aims to promote the suburb’s rich heritage and vibrant lifestyle, targeting potential residents and business investors. Bayside Council is going to be responsible for the project’s commissioning, sponsorship, production, and distribution, is committed to highlighting Mascot’s unique geography and function, with 60% of its land dedicated to Sydney’s international airport, making it a critical connection to both the city and the world.

The primary audience for this postcard series is current Mascot residents, cultivating local pride and engagement. However, the focus extends to potential residents and business investors, showcasing Mascot as a thriving, evolving suburb ripe for new opportunities. Tourists, both international and domestic, are also a key tertiary audience, introducing them to Mascot as a dynamic gateway to Sydney.

The postcards serve as strategic marketing tools to showcase Mascot’s benefits for living and investing, highlighting its growth potential. They aim to attract new residents and businesses, contributing to the suburb’s ongoing development. Key stakeholders include Bayside Council, residents, business owners, investors, tourists, designers, and production companies. This campaign positions Mascot as an attractive destination for living, working, and investment.

RATIONALE

The design of this four-postcard series is built under the concept “Mascot – Sydney Gateway”, celebrating its past, future, and global connections through the airport. Each postcard explores a different theme—Gateway to the Past, Gateway to the Future, and Gateway to the World—offering a distinctive perspective on Mascot’s journey. This series is designed to be a collectible set, attracting design enthusiasts and locals alike, with distribution at key locations such as Mascot Library, the airport, and the stations. The idea is to create something that serves as marketing material and as art pieces people will want to pick up and keep.

The color palette of blue and green reflects the sky and parks, aligning with the Bayside Council branding, creating a visual link to Mascot’s natural and community-focused environment. When the 1st and 2nd postcards use blue for openness and freedom, and the Mascot’s connection to global travel through the airport, reflects the calmness and reliability of the present, reinforcing Mascot as a welcoming and dependable gateway. The green color of the 3rd and 4th postcards symbolizes growth and vitality, it conveys a sense of community and sustainability, highlighting Mascot as a vibrant suburb where residents can enjoy a balanced lifestyle amidst urban development.

The strips and curves incorporated into the design are the symbol of the passage of time, capturing the essence of Mascot’s journey from its historical roots to its modern, dynamic future. Airplanes and runways serve as the key icons of the design, emphasizing Mascot’s vital role as a major transportation hub. All of these aircraft icons are lying upward, representing a moving forward spirit. In the 3rd postcard, the aircraft is replaced by a C-13 Boomerang, which served the Australian Air Force in the 1940s (Royal Australian Air Force. (n.d.). To identify the context of each postcard, the index uses bold and modern typography to feature the phrases “Gateway to the World” and “Gateway to the Past”. It is appealing to younger audiences who are drawn to bold, contemporary design.

To balance this boldness, a grain effect is used to introduce a nostalgic touch, connecting the bold, modern design with Mascot’s historical heritage. This blend of old and new highlights Mascot’s unique character as a suburb where tradition meets progress. The combination of modern aesthetics with subtle vintage influences makes this series both visually appealing and meaningful, creating a lasting impression and strengthening Mascot’s identity as an attractive destination for living, working, and investment.