Like many of Houston’s clients, our relationship with Macquarie began with a single brief, which led to another brief, and another, and another. We are proud to say that we have helped define and create everything from their internal brand positioning to the external wayfinding system across the new Global Headquarters at 50 Martin Place.
Of note, Houston have created a universal brand for their internal cafes, which are adaptable across all their global offices. The cafes are located on different levels within all these offices so Houston created a sliding brand identity that shifts depending on the floor level of the cafe, inspired by elevator buttons. The typography is all custom-designed in-house.
A global brand transformation
At the core of this relationship is the transformation and roll out of the global brand. Houston has played a critical role in defining the Macquarie ‘story’ and cascading it through the entire group. We have created the group’s brand positioning, core drivers, tone of voice and beliefs. The relationship and breadth of service again demonstrates Houston’s strategic capability and experience in an exciting and competitive global marketplace.
We were asked to create a universal brand for their internal cafes, that would be adaptable across all their global offices. The cafes are located on different levels within all these offices so we created a sliding brand identity that shifts depending on the floor level of the cafe, inspired by elevator buttons.
Alex Toohey, Creative Director / Houston
