Venues NSW is the owner, coordinator and promoter of a portfolio of publicly owned sports and entertainment venues across the state.

It cares for and operates five distinct precincts, six stadiums and two entertainment centres for the people of NSW.

The Illawarra Sports & Entertainment Precinct (ISEP) is an important part of the region, attracting thousands of visitors each year. With an exciting opportunity to transform the ISEP into a world-class multi-purpose business, entertainment, leisure and athletic destination, Venues NSW required a vision document to educate and inspire the local community.

The vision had to articulate the potential for the precinct, without providing firm suggestions that would potentially influence contributions.  

Vision document development began with a content strategy workshop at the Venues NSW offices in Homebush. Collaborating with key members of the Strategic Projects team, we outlined potential concept directions, determined a tone of voice, suggested additional content sections and provided an overview of key milestones.

Content supplied by Venues NSW included a basic framework, as well as separate case studies and policies. We reviewed the additional content from the lens of the strategy workshop, selecting key statistics and findings as supporting evidence for the vision’s argument.

While clear and concise, tone remains personable — speaking to the general population through simple language. Headings articulate the benefits of revitalisation, including advancing the region, fuelling business growth, fulfilling regional goals and shaping a national icon.

Vision document design is architectural in its approach. Built within a stylish landscape format, it allows content to roll across pages — mirroring the document’s vision. Stylised, illustrative, human-centric sketches are overlaid throughout, alluding to the future of the precinct.

Copy and design encourage readers to envision possibilities for the ISEP, without committing to a fixed vision. Through this document and initiative, Venues NSW aims to enhance the Illawarra visitor experience, economic outcomes and sense of community.

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