Olympic Experience

Designing the Look and Feel of the Sydney Games

I flew to Australia in 1997 - 31st August to be precise. I remember it vividly because the moment I landed, the world was reeling from the news of Princess Diana’s death. Strangely, twenty-five years later, I found myself announcing the passing of Queen Elizabeth II while MC-ing the launch of Dare to Hope, an antarctic wildlife documentary I had produced. A surreal coincidence - perhaps the Royals and I share some strange cosmic connection.

On my second day in Sydney, I met with a creative recruitment agent on the North Shore named Debbie. I told her I wanted to work on the Olympics and she made notes and promised to keep me in mind.

Fast-forward three years: I’d completed several assignments through her agency, including work for an advertising firm promoting Sydney’s biggest cultural events. This earned me access to unforgettable performances - U2 at the SCG, Chicago the Musical, and more.

As the Millennium approached, I flew back to London to celebrate with family. But as I returned in the New Year, Debbie called. “SOCOG wants to see you,” she said - the Sydney Organising Committee for the Olympic Games. I was to be one of five graphic designers shaping “The Look and Feel of the Games.”

As I stepped into SOCOG’s headquarters, the hairs on the back of my neck stood on end. Guided by Steve, our Creative Director, I entered a studio that would become the heart of one of the most magical professional experiences of my life.

Armed with a brand folder and a blank slate, I began designing. Torch Relay vehicle liveries - from Harley Davidsons and BMWs to camper vans and even an Ansett plane. Invitations for exclusive IOC events. A boulevard of flags that welcomed the world to Sydney in dozens of languages. I even attended a talk by legendary Olympic filmmaker Bud Greenspan.

I met Carma, a fellow designer who introduced me to Thom Knoles, her meditation teacher - trained by the same Maharishi who had once taught The Beatles.

This heady chapter had begun years earlier in a quiet meeting room at the DTI, where I listened to Olympic Minister Michael Knight explain how UK creatives could contribute to the Games. “I’m going to be there for that,” I thought.

And somehow, I was.

#OlympicDesign #Sydney2000 #CreativeJourney #DesignLegacy #JetoStudio #IdeasIntoMotion #TorchRelayDesign #LookAndFeel #StoryDrivenDesign #BehindTheGames #CreativeCareer #BrandStorytelling #VisualIdentity #MomentsThatMatter #DesignForImpact