— Juli Anderson is a design thinker, living in Melbourne and drawn to projects that can solve problems and create positive change.
Creative direction for large-scale brand activations aimed at building emotional connections between our brand and clients.
AECOM's brand was not particularly strong back in 2015. Regarded as technical engineers rather than critical thinkers, we needed to shift our brand perception. To do this we created a strategy that involved community and industry research, innovative content creation and experiential marketing. I led and developed a series of activations post-2014 which started with an event in Melbourne - 'Melbourne NEXT' where we partnered with the National Gallery of Victoria's, 'Melbourne
NOW' exhibition brought leading thinkers from Melbourne's most important private companies, industry bodies, local and state government officials to explore 'How might we design our future city'.
Outcome: This event received positive media coverage in The Age and led to our next event - 'Sydney Connected'. AECOM collaborated with the Sydney Design Festival to create a survey and an interactive, people-powered and city-wide conversation about the city's future which led to a partnership with the Committee for Sydney to deliver the Sydney 2055 vision.
These two events led to our acceptance into Vivid's festival of ideas, where, two years running we produced an interactive and unexpected event which aimed to capture industry and community insights about how technology will change the way we move in cities and what underground cities might look like in the future. This led to a publishing deal and a global series of events partnering with the Asia Society in LA, NYC, Hong Kong and Sydney and a series of project opportunities on Hong Kong Metro, Sydney Metro and Melbourne Metro.
https://www.theage.com.au/national/victoria/melbournes-future-under-microscope-20140402-35z71.html
We teamed with the Sydney Design Festival to launch Sydney Connected, an interactive, online initiative designed to generate a city-wide conversation around a range of issues influencing Sydney’s future development and success. Via an online survey Sydneysiders, visitors and those with links to the Harbour city were invited to share their opinions on issues ranging from business growth and new industry development to social diversity, transport links and the emergence of city precincts. The survey insights were then shared at an AECOM-hosted industry event attended by some of the city’s key decision-makers.
More than 220 people attended the Museum of Contemporary Art in Sydney to participate in an interactive panel session about the potential for technology to connect us and enhance the mobility of Sydney.
Reconnecting Sydney, held during Vivid Sydney and hosted by AECOM, saw six speakers from the technology, planning, media and government backgrounds to discuss the future of the Harbour City
I worked closely with S1T2 to create an interactive experience to engage audience's about our city's future.
In June 2016, AECOM in partnership with Vivid Ideas 2016 and the Asia Society Australia went underground to explore the future of Sydney’s underutilised space. Our guests journeyed underground to a vast and dramatic venue where their senses were immersed in a kaleidoscope of light, sound, technology and art, in an interactive experience about cities, underutilised space and future thinking.