Connecting Country, culture and community at Gurrowa Place
Lendlease
THE BRIEF
Gurrowa Place sits on the land of the Wurundjeri Woi-wurrung people of the Kulin Nation in Naarm (Melbourne), beside the iconic Queen Victoria Market. It’s a part of the city that has reflected Melbourne at its most vibrant and multicultural for generations.
Lendlease was given the opportunity to shape a new chapter of this storied location – partnering with the City of Melbourne and Scape to develop a vibrant, mixed-use precinct where work, life and play converge.
This place of conscious restoration required an identity rooted in authenticity and considered storytelling. An expression that respects and remembers its First Nations history and celebrates its cultural vibrancy with a bold, progressive energy.
Lendlease was given the opportunity to shape a new chapter of this storied location – partnering with the City of Melbourne and Scape to develop a vibrant, mixed-use precinct where work, life and play converge.
This place of conscious restoration required an identity rooted in authenticity and considered storytelling. An expression that respects and remembers its First Nations history and celebrates its cultural vibrancy with a bold, progressive energy.
THE SOLUTION
Gurrowa Place is for all of Naarm. It is a meeting point where dialogue, culture and experience are exchanged. The brand identity captures this sense of interchange, reflecting both a deep connection to First Nations heritage and its role in shaping an iconic corner of Melbourne.
To bring the identity to life, we collaborated with Aretha Brown – a Naarm‑based First Nations painter, artist and comedian. Aretha’s bold, simple‑yet‑powerful illustrations – along with the identity’s hand‑drawn logo and bespoke textural patterns – form the foundation of the brand’s graphic language. These lively compositions capture the energy of Gurrowa Place, while celebrating the heritage and Country of the Wurundjeri Woi‑wurrung people and the Kulin Nation.
To bring the identity to life, we collaborated with Aretha Brown – a Naarm‑based First Nations painter, artist and comedian. Aretha’s bold, simple‑yet‑powerful illustrations – along with the identity’s hand‑drawn logo and bespoke textural patterns – form the foundation of the brand’s graphic language. These lively compositions capture the energy of Gurrowa Place, while celebrating the heritage and Country of the Wurundjeri Woi‑wurrung people and the Kulin Nation.
THE RESULT
Gurrowa Place creates a visionary new chapter for this significant site. The identity we’ve crafted honours its past, celebrates its present and helps to inspire its future, while supporting social procurement and promoting inclusive growth for all.
Partnering with Aretha meant giving a platform and a voice for a young First Nations artist to share their story and celebrate their artistry. Aretha’s bold illustrative style feels unique to her vision and of Gurrowa Place, while her use of traditional motifs in the frames and graphic language supports the Wurundjeri people’s connection to this land.
The identity has been recognised across a range of industry awards. It’s already taken home Gold at the Designers Institute of New Zealand Best Design Awards for both Large Brand Identity (Commercial) and Design Draft (Illustration). It’s also been nominated for the 2025 Australian Graphic Design Association (AGDA) Awards in both Large Brand Identity and Illustration for Design, with winners still to be announced.
Partnering with Aretha meant giving a platform and a voice for a young First Nations artist to share their story and celebrate their artistry. Aretha’s bold illustrative style feels unique to her vision and of Gurrowa Place, while her use of traditional motifs in the frames and graphic language supports the Wurundjeri people’s connection to this land.
The identity has been recognised across a range of industry awards. It’s already taken home Gold at the Designers Institute of New Zealand Best Design Awards for both Large Brand Identity (Commercial) and Design Draft (Illustration). It’s also been nominated for the 2025 Australian Graphic Design Association (AGDA) Awards in both Large Brand Identity and Illustration for Design, with winners still to be announced.
“The identity injects a sense of playfulness into a place. It makes an active contribution to the city and neighbourhood, and reminds us that commercial projects can be cultural”
Judge’s comment, BEST Awards 2025
Relevant Projects
Houston Group acknowledges Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of Country throughout Australia. Our studio sits on the traditional lands of the Gadigal people of the Eora nation and Wurundjeri people of the Kulin, and we pay our respects to their Elders past and present.
Check out our reconciliation action plan