Darling Quarter, a development on the Sydney foreshore specifically created to bring a new energy and connection to Darling Harbour for Sydneysiders. In consultation with key stakeholders, we developed the place essence “a connected energy”.
It was this place essence that drove the brief for the new identity we created. Modern and flexible the identity is created by a flow of dancing lights which encapsulate the movement, energy and magic this new space hopes to create. This energy flow can be used to create the primary brandmark: the energy Q, an icon or identifier, or used as visual language to tie different communication together. The identity system was deliberately designed to be incredibly flexible to work as a location identifier or a secondary visual element with key tenant brands. The ability to dial up and down the branding depending on the specific opportunity will help to positively link the brand to the location and the activities that go on there.