Frost* Design wins international platinum from Graphis

Published:  July 14, 2014
Lucy Waddington

Yet another powerful design force from down under has claimed a prize from Graphis, the international journal of communications based in New York, in their Design Annual 2015. Accompanying fellow Australians from Hoyne – who received gold for their Dinosaur Designs project and a merit for their Garden House work - Frost* Design, of Frost*collective, have won a prestigious platinum award from Graphis.

Their winning Cycle Safe Campaign for the City of Sydney, responds to the population of Sydney cyclists having doubled in the past three years. The City of Sydney wished to encourage cyclists to ride safely and graciously on its new network of cycleways to create harmony in the city. Creative Director, Vince Frost, notes that “City of Sydney’s commitment to creating a better future for the people who live and work in this city is absolutely something we [wanted] to be a part of.”

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The project aspired “to grab the attention of cyclists of every tribe – from the sub-culture of contemporary cyclists and hobbyists to the veteran purists – we tailored our creative away from the regular safety signage and scaremongering tactics and took a more artistic approach.” Design Manager from City of Sydney, Steve Howlett, also explains that “the campaign is quirky and taps into the zeitgeist. It visually represents who and what is cycling today.”

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Becoming ubiquitous as the campaign is dotted throughout the CBD and “installed at 89 targeted outdoor sites in Sydney, the posters align with City of Sydney’s larger ‘art of gracious cycling’ campaign, encouraging riders to be more aware of their behaviour and help achieve harmony on Sydney’s roads.’ Sydney cyclist, Penny Buchanan, celebrates the project by saying that “the campaign brings a fresh, friendly air to a topic full of animosity. I’ve been admiring the aesthetic of the posters since they started to go up throughout the city.”


When searching for a common thread to drive the project, “our extensive research revealed that cyclists have an appetite for the authentic. Tapping into the zeitgeist of an aesthetic generation, our Design Director Benjamin Hennessey designed a bespoke type, hand-drawing every element. The level of craft in the cycle-centric font creates the desire to think, slow down and take care. ‘Conversations about cycling are full of animosity and we wanted to create something positive’, says Hennessy, ‘this is more art with a message.’

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