NSW Govt
Rental Reform
Project Category
Brand / Art Direction / Design
Agency
The Idea Shed
Client
NSW Govt
Making renting fair, clear and affordable
As lead creative for the NSW Government’s Rental Reforms campaign, I translated changes to rental laws into a clear, reassuring story that renters could understand at a glance. The campaign needed to communicate reforms around rent increases, evictions and pet ownership while maintaining the authority expected of government communications.
The Creative Challenge
The work needed to feel informative without becoming cold or overly bureaucratic. The central question was: how could a government campaign make renters feel represented, rather than simply spoken to?
Three creative territories were developed:
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A calm, minimal photographic route: Moving boxes, warm light and simple compositions referenced the rental experience while keeping the focus on the information.
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A human-centred photographic route: Light-filled homes, pets, plants and lived-in details brought warmth and familiarity to everyday rental life.
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A bold illustrative route: An editorial-inspired visual world offered the greatest flexibility to represent renters, homes and everyday moments across NSW.
Selected Direction
The illustrative route was selected for its warmth, diversity and flexibility. Using apartment windows as a visual device, the campaign invited audiences to glimpse different rental lives across NSW—from metro apartments to rural standalone homes.
I led the concept, art direction and design execution across social, digital display, press and radio. Working closely with the copywriter, I developed the visual system across urban and regional settings, and championed illustration as a distinctive, scalable choice for a high-stakes government brief.
Outcome:
The final campaign gave complex rental reforms a memorable and approachable visual language. It made renters feel represented rather than spoken at, while standing apart from more conventional government communications.
