MY ROLE
Client/project lead at Principals Branding Agency | Collaborator with strategy / tone of voice teams across brand experience workshops | Researcher to obtain insights into the precinct - I had the privilege of experiencing a private Indigenous cultural tour of Barangaroo's headland, the six-hectare parkland filled with 75,000 native trees, plants and shrubs, 79 of which are native to Sydney exemplifying the systemic nature of the place and Indigenous Australians.
TASK
Barangaroo is one Sydney’s newest destinations. It’s been talked about for years but now it’s already a thriving business hub, with beautiful contemplative wildlife and, coming next, a central hub for entertainment, culture and community. Given the diversity in stakeholders for such a large-scale modular project, it was time to take charge of Barangaroo’s identity by creating a unified consistent approach for the destination’s next stages of evolution and development as it becomes a fully integrated centre of commerce, culture and history.
INSIGHT
Barangaroo has an extraordinary history, as a place, and as a series of stories about its past and about its future. Everything about the place (its architecture, its resources, its infrastructure, its food culture, its entertainment) has connections to the past and embodies aspects of the new. Everything points both ways and therein lies its uniqueness. We called that ‘inspire originality’ and that’s the idea that drives the evolution of Barangaroo’s brand identity.
SOLUTION
We gave the Barangaroo logo a new life: a refreshed and simplified colour palette, a new imagery style, language and typography. The brand refresh enhances Barangaroo as a destination – a place to work and a place to explore.
INSPIRE ORIGINALITY