The ASC Project

Perth's connection to the world.

The Brief

The Australia Singapore Cable (ASC) is a 40Tbps capacity, 4,600km submarine cable system owned by Vocus Communications linking Perth, Western Australia, to Singapore. Scheduled for completion in quarter 3 of 2018 it's an ambitious project, and required a bold logo to suit.

I was asked to design a simple, memorable logo that encompassed the essence of the project: a reliable foundation for an optimistic new future for Australia's west coast.

Asc Logo

We explored a number of themes during the development of the new brand, but as one of the simplest solutions offered, the selected logo cuts straight to the point. The word-mark resides under a layer of deep-blue choppy water while the mark is cropped to represent the setting sun as seen from the west coast.

Asc Concepts

Website

I designed and developed a simple website powered by Craft that the ASC team could use to keep investors and supporters up-to-date on the latest news about the project.

To cut down on development time, the site was built using Pier, the same custom front-end Sass framework used for the Vocus Communications website. The difference in design and layout between each website demonstrates Pier's flexibility and ability to be tailored to any project easily.

Asc

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