case study

Since 2012, Ink has serviced Luna Park providing our branding, design and production expertise. Our skills have been utilised across  marketing campaigns, venues and special event themes, digital screens and park navigation.

Here is a sample of some of the projects we have delivered for Sydney’s Luna Park.

Revitalising Sydney’s iconic brand.

A driving factor in this rebrand was the understanding that the brand must work first and foremost in a digital world. This steered the creative thinking and along with a clear strategic brand platform developed by Ink for Luna Park became the basis of the brand. “Just for fun” was reactivated as the brand positioning reflecting the endearing nature of one of Sydney’s most historic and iconic destinations.

Inspired by social media platforms, blocks of solid colour combine with blocks of fun, social imagery working together in a bold and versatile presentation of life in the park. A new website, also designed by Ink, is bolder, brighter, flexible execution. Based on UX research, the sliding blocks of information and imagery aid ease of use whilst creating a recognisable brand language.

“Ink have created a visual expression of the brand that is engaging and fun, just like the Park” 

Warwick Doughty, Director Luna Park Sydney.

Baby Clowns

Introducing Luna Park Sydney’s baby clowns, created specifically by Ink for park navigation and promotion. In this execution the clowns convey the benefits of the annual pass, allowing limitless opportunities to rides Luna Park has to offer – all year round. The identity extended to outdoor executions including bus backs and billboards.

Award Winning Campaigns

We had a lot of fun creating a spot for Luna Park Sydney’s latest attraction, the Hair Raiser drop tower. The concept is simple “PTSD” (Post Traumatic Stress Disorder); being dropped like a stone is primal to say the least. 


  • E-commerce sales during the promotion period February/March increased by 56% compared to same period in the previous year.
  • 29% of Park Patrons commented that Hair Raiser was the sole reason for their visit to the park in Summer.
  • Won the IAAPA Award for best TV Commercial