Alexander Tomasiello
Bachelor of Design (Honours)/Bachelor of Media (PR & Advertising)
The WEST Journal
To create a visual journal addressing the generational stigma that often taints the perception of Western Sydney. Graphically showcase and celebrate the cultural diversity and individuality found within these areas.Â
Reflection on the Project
The project included photographing Western Sydney in a way that celebrated the cultural identity of Western Sydney in an authentic way. I wanted to celebrate all the amazing travel destinations, food venues, and cultural institutions that exist within Western Sydney.Â
The brand of The WEST Journal needed to be strong, instantly recognisable, as well as simple. Spanning such a broad area, Western Sydney compiles so many unique and vastly different people, and cultures. The brand needed to reflect this by not individualising something specific, but rather creating it’s own iteration of Western Sydney.Â
The deep terracotta colour comes directly from the rooftops of Western Sydney.
Moving Forward
Since completing the project for university, I continued to develop the concept of The WEST Journal with my employer at Olsen Palmer. We iterated the journal to include a range of social media channels as well as publishing a quarterly publication. In doing so, we have been able to commercialise the brand, engage strategic partnerships and work on future planning of The WEST Journal. Since launching into the ‘real world’ We have published two journals and are currently working on the third, as well as expanding into video content and bespoke custom journals for clients.Â
The WEST Journal can be found at:
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Acknowledgement of Country
UNSW School of Art & Design stands on an important place of learning and exchange first occupied by the Bidjigal and Gadigal peoples.
We acknowledge the Bidjigal and Gadigal peoples as the Traditional Custodians of the land that our students and staff share, create and operate on. We pay our respects to Elders past and present and extend this respect to all First Nations peoples across Australia. Sovereignty has never been ceded.
