Inspiring originality

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Barangaroo

Conceptual brand identity, created with Principals

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The challenge

Rich in history and cultural relevance, Barangaroo is a dynamic retail, cultural and financial hub, with over 50 per cent of the development offering public spaces rich in wildlife and natural habitat for everyone to enjoy. Commissioned at first to develop an interim identity for the precinct, we worked with NSW Government to create a brand that reflects a destination where the future meets the past.

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The result

Imagine if Sydney began with the letter ‘B’. This identity heralds Barangaroo as the new contemporary and cultural heart of Sydney. Where everything begins. Where history and local traditions are respected. It uses a simple, yet dynamic typographic language using words beginning with ‘B’. Combined with vibrant colour and inspiring photography, it tells a series of stories, always beginning with Barangaroo.