133 Castlereagh Street

Brand Identity & Positioning

The Project

The Mission

The Success

There’s nothing tired about this building’s location. It’s moments from what was then the most talked-about place in Sydney – the revitalised retail and business centre. Why not ride the buzz with a simple message? Midtown is coming alive – be part of it.

We created a modern, confident brand with a new logo, colour palette and edgy photography. Keeping it short and sweet, we sold the business benefits of being in a vibrant location with direct copy and the tagline: ‘Connect. Collaborate. Create.’


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