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That Sydney Feeling

Sydney Airport

 That Sydney Feeling
 That Sydney Feeling
Sydney Airport had a vision to make Sydney proud everyday. It needed a new direction and positioning for its brand to help reaffirm and communicate its position in an evolving transport tourism industry.

Sydney Airport is committed to innovation in travel and technology and to make the journey for customers more seamless. We needed to bring this focus to the fore, while channelling Sydney’s best qualities to instil an unmistakable sense of place, culture and perspective to its new visual identity.

Sydney Airport is the gateway to Australia. An extension of Sydney, it’s a first impression, a lasting memory with all the human stories in between. We repositioned the brand from Sydney Airport to Sydney’s Airport, to embrace what it enables – humanity, warmth, energy and optimism.

“Sydney is not one thing. It’s an international city, a cultural melting pot, an unmistakable landscape – it’s aglow with light and energy. Our ambition was to connect the world to that Sydney feeling – that transformation that happens, the emotions we feel and the experiences we enjoy and return to time and time again.”

Ant Donovan
Group Creative Director
Frost*collective

 That Sydney Feeling
 That Sydney Feeling
 That Sydney Feeling
 That Sydney Feeling
 That Sydney Feeling

Capturing a Feeling

We modernised the existing airport code logo using bolder, more contemporary letter forms. Built around typography, the visual identity is brought to life using colour, pattern and natural photography that captures the spirit of Sydney and enhances the emotive response to the brand. 

“Sydney is not one thing. It’s an international city, a cultural melting pot, an unmistakable landscape – it’s aglow with light and energy. Our ambition was to connect the world to that Sydney feeling – that transformation that happens, the emotions we feel and the experiences we enjoy and return to time and time again.” Frost* Group Creative Director, Ant Donovan.

The graded logo suggests luminescence and movement, while the large colour palette speaks to Sydney’s vibrancy and diversity. “We wanted to celebrate the brand’s offerings through the lens of Sydney’s unmistakable landscape,” says Donovan. “To conjure a sense of place and make Sydney proud.”
 That Sydney Feeling
 That Sydney Feeling
 That Sydney Feeling
 That Sydney Feeling
 That Sydney Feeling

From Guten Tag to G’day

The messaging framework, “From want to need, from paddock to plate, from today to tomorrow”, communicates the breadth of airport services, such as tax-free shopping, food and parking, while the emotive tone of voice captures the joy of travel.
 That Sydney Feeling
 That Sydney Feeling
 That Sydney Feeling
 That Sydney Feeling
 That Sydney Feeling
Sydney Airport CEO Geoff Culbert said the airport’s Centenary offered the perfect timing to evolve the brand, moving away from a corporate look and feel to deliver a more contemporary vision that’s a better representation of where the airport is headed.

“Our brand has been very corporate in the past and our Centenary provided the ideal timing to re-set,” he said.

“We play a big role in the lives of Sydneysiders every day, so we’re focused on investing in the things that matter, and that includes our brand.”

“The new look SYD is fresh, bright and much more approachable helping us connect with customers in a more authentic way. We’re thrilled with the results and look forward to rolling it out across multiple touchpoints.”
 That Sydney Feeling
 That Sydney Feeling