Challenge
To position the Sydney 2000 Olympic Games to the world, encapsulating the Australian essence into one iconic brand statement.

Creative Strategy
The project was all encompassing including identity guidelines and the identity rollout over a four-year period, inclusive of the Torch Relay.

Creative Idea
Athlete's Games.

The ROI

Every aspect of the identity was embraced by the IOC, Games sponsors and perhaps most importantly the global community. Games in Athens and Beijing used the image systems of the Sydney event. Richard Henderson was the Design Director for the Games (1995 - 2000).