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.