Premier aquatic, fitness and fun PARC.


Peninsula Aquatic Recreation Centre (PARC) in Frankston connect their community through diverse and exciting aquatic and physical activities.

PARC required a revised digital strategy and website to bring to life the new marketing direction of the business. The challenge for the business was a broader understanding of all the offerings at the centre.


We created a detailed digital strategy and approach for a full website refresh. We utilised the program Optimal Workshop to establish an Information Architecture that would make accessing the website and its complex number of pages and information more straightforward.

The project also required input and ongoing liaisons with a number of sources, including customers and stakeholders. We also underwent a full immersion of the entire centre to completely understand all aspects and key messages that needed to be communicated with each department.

From this process, we were able to develop a website design and copy that considered the brand voice and language needed to humanise PARC and make it accessible to everyone. We developed a 50+ page website ensuring that it was succinct enough to not overwhelm, but also had enough detail to communicate the key messages of the different areas of the organisation.


Feedback internally and with customers has been positive with an overwhelming appreciation for the ease of finding information on the site compared to the previous one. Oraco continue to provide website security and maintenance support.


Peninsula Aquatic Recreation Centre (PARC)


Vision: To ensure everyone has the opportunity to be active

Mission: To inspire communities to engage in physical activity

Values: We think people | We re-imagine | We deliver


Digital Strategy, Website Strategy (IA & UX), Copywriting, Website Design, Website Development, Website Security, Website Maintenance