Brand strategy, visual identity and website for Victoria’s favourite theme park.

An hour from Melbourne, but a world away

With the Self-truth® ‘One-Day Holiday’ defined, we reframed Funfields as its own world, and reflected this in a spherical logo which is spinning wherever possible.

We expanded this world, by creating seven distinct regions to explore. Attractions were grouped based on location, audience and style, with a name, theme and colour defined for each.

The attractions, slowly added over a space of 40 years, had wildly different themes and appearances. We created single colour versions of each logo making it easier to show them grouped together.

Made to stick

To add a playful element, we designed a wide array of custom stickers to use as part of the brand language. Evoking a sense of travel nostalgia and personalisation, akin to passport stamps and suitcase stickers. These are used to to place over text, images and videos, to create dynamic layouts that feel immediately ownable.

Relevant stickers were brought to life with animation, for internal staff to roll out engaging organic content at ease on socials.

The ultimate One-Day Holiday

To reinforce our One-Day Holiday Self-truth®, we launched a multi-channel campaign with hero imagery showing off the scale of key attractions.

The tongue-in-cheek TVC, produced by Two Tractors further riffs on the holiday theme by juxtaposing existing footage of Funfields against a VO highlighting the worst elements of traditional holidays – horrendous airport traffic, bland airplane food, turbulence, and family squabbles.

Commemorating 40 years

To celebrate Funfields’ 40 years since opening we created a custom wordmark for the occasion. The anniversary mark was used heavily throughout out their 2025/2026 season—in the footer of the website, on all wristbands and on various merchandise sold in the park.

Crafting the journey before the journey

The new website was designed mobile-first, balancing impactful imagery and colours with effortless UX and useful information at a glance. Engaging video content takes centre stage throughout the site, bringing the Funfields experience to life before visitors even arrive at the gates.

We developed an intuitive filter system that allows families to navigate the park’s diverse attractions effortlessly. Understanding the many questions that come with a day out, we created a comprehensive set of FAQs served at relevant stages of the website, with rider requirements including sensory and accessibility guidance shown for each attraction.

Roller’s booking system is seamlessly integrated with the site, enabling visitors to move from inspiration to reservation in just a few clicks.

Mapping out the fun

We worked with Australian illustrator Barry P to redraw the
Funfields map, striking the perfect balance between whimsy and wayfinding. Barry’s distinctive style brought the map to life with quirky, playful elements that capture the park’s vibrant personality, without sacrificing the clarity visitors need to navigate confidently.

The printed map serves as a gathering point in the park, where visitors can get an overview of the facilities as well as top-line information about all the attractions at a glance.

On the website, the map takes on an interactive dimension, allowing visitors to zoom in on the park’s regions, read more about each attraction and locate facilities.