X marks the spot for Lendlease's Victoria Cross, North Sydney
Lendlease
Services
Place Branding,
Place Strategy,
Brand Identity,
Campaign Development
THE BRIEF
The development of the Victoria Cross Metro Station in North Sydney signals the arrival of major transformation for the city. It will revitalise North Sydney as a centre of commercial, retail and residential activity. And will set a higher benchmark for vibrant mixed-use precincts and public spaces.
Lendlease were tasked with developing Victoria Cross and re-establishing North Sydney for this new chapter. We partnered with them to develop a brand that would inspire people to connect with what was coming next.
Our brief was to develop a place strategy, central brand idea, messaging hierarchy, campaign idea and visual identity system that could both bring the precinct to life from the jump – and continue to position Victoria Cross as a dynamic, energetic and inviting destination as it opened further.
Lendlease were tasked with developing Victoria Cross and re-establishing North Sydney for this new chapter. We partnered with them to develop a brand that would inspire people to connect with what was coming next.
Our brief was to develop a place strategy, central brand idea, messaging hierarchy, campaign idea and visual identity system that could both bring the precinct to life from the jump – and continue to position Victoria Cross as a dynamic, energetic and inviting destination as it opened further.
THE SOLUTION
The brand development was built around the central idea of ‘X marks the spot’. The audience was invited to ‘find your way here’ and discover what was waiting for them at the new North Sydney, through messaging that felt curious and connected.
The design system elevated the idea and messaging to new heights, while also providing Lendlease with a flexible system that could support all kinds of communications and creative executions. A dynamic ‘X’ symbol was a key centrepiece, inspired by the name and logo, which could work as both a marker for Victoria Cross and a frame for housing photography and content. This graphic device also served as the ‘X’ in ‘VIC X’, which has been established as the new shorthand for the precinct branding.
The chosen imagery and colours co-exist in ways that help to establish Victoria Cross as a destination with a contemporary and compelling energy – with a focus on intimate, authentic moments that spark curiosity.
The design system elevated the idea and messaging to new heights, while also providing Lendlease with a flexible system that could support all kinds of communications and creative executions. A dynamic ‘X’ symbol was a key centrepiece, inspired by the name and logo, which could work as both a marker for Victoria Cross and a frame for housing photography and content. This graphic device also served as the ‘X’ in ‘VIC X’, which has been established as the new shorthand for the precinct branding.
The chosen imagery and colours co-exist in ways that help to establish Victoria Cross as a destination with a contemporary and compelling energy – with a focus on intimate, authentic moments that spark curiosity.
THE RESULT
The project was about so much more than establishing Victoria Cross as a destination worthy of visitors’ attention. It was about helping to provide new dimensions of meaning and character to a precinct designed with people in mind – and to bring a human spirit to a transformative building development in North Sydney.
Victoria Cross recently launched to the public with the announcement of the Metro opening, and is already teeming with life and vibrancy, with commuters, locals and visitors enjoying the new space.
Services
Place Branding,
Place Strategy,
Brand Identity,
Campaign Development
A dynamic ‘X’ symbol was a key centrepiece, inspired by the name and logo,which could work as both a marker for Victoria Cross and a frame for housing photography and content.
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