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Where Everybody Knows Your Name

King Street Wharf

 Where Everybody Knows Your Name
 Where Everybody Knows Your Name
Being a local in a tourist city can be tough. There are few spaces that feel like they are just for you and your fellow city-dwellers, much less ones that aren’t elitist or overly premium. Sometimes, you just want to go where everybody knows your name.

Sydney’s King Street Wharf needed to redefine its place in the market to address perceptions that it’s no longer an “it” destination; to revitalise and reposition the precinct to attract and build a personal relationship with Sydney Siders.
 Where Everybody Knows Your Name
 Where Everybody Knows Your Name
 Where Everybody Knows Your Name

Get Real

We discovered that while King Street Wharf had iconic views and a large variety of venues, Sydney locals felt that there was “no real need to go there”, it was “too touristy” and that it seemed “inauthentic” as a real Sydney borough.

Our strategy here was to actively shift King Street Wharf out of the artificial, tourist pack and into the local fold to make Sydney Siders feel as if they own the precinct, starting with CBD workers and residents.
 Where Everybody Knows Your Name
 Where Everybody Knows Your Name

My Harbourfront Local

Fuelled by the brand idea: My Harbourfront Local, we developed an ecosystem of strategic place-making initiatives to redefine the precinct’s identity including: Farmer’s Markets with local produce, local artisans, the ease that comes from workplace or residential proximity, and environments that capture a casual Sydney vibe.

As an expression of the place strategy, we created the King Street Wharf design identity with a relaxed, social, rustic and earthy photographic style, paired with a modernist, soft-yet bold colour palette that feels fun and approachable.

The signage is information-meets-art with bold and iconic language that feels like a kind of local code. Likewise, the logo cleverly plays on the idea of reflections in the water with a instantly recognisable rotated type, working as a local badge that doesn’t overpower the branding of its visitors or tenants.
 Where Everybody Knows Your Name
 Where Everybody Knows Your Name
 Where Everybody Knows Your Name
 Where Everybody Knows Your Name

“Sydney Siders are looking for ‘their place’ on the harbour. A place where they can unwind, enjoy the harbour front and be with their tribe. King Street Wharf has transformed into a colourful precinct with lots of character – full of Sydney’s local characters. It’s a place where people can mix. An easy choice for everyday rituals like coffee, lunch or post-work drinks. A place that is here for locals to feel naturally at home and belongs to them within an unmistakable Sydney casual vibe.”

Catriona Burgess
Strategy Director
FROST*COLLECTIVE

 Where Everybody Knows Your Name