Project Overview
The Sparkling Heart of Sydney’s Performing Arts
We joined forces with Create NSW, resident arts companies, and community and government stakeholders to help position the revitalised Walsh Bay Arts Precinct (WBAP) as a cultural destination and brand. To capture a truth about a working arts precinct that pulses with energy at the water’s edge, we developed a unifying brand idea and identity that perfectly encapsulates the boundless creativity on offer at WBAP - while still being welcoming and accessible to all. We’ve brought Walsh Bay out of the shadows (between the Rocks and Barangaroo) as an exciting destination in its own right.
Project Commissioner
Project Creator
Team
Moensie Rossier, Strategy Director
Renee Stekel, Business Director
Martin Hopkins, Creative Director
Darren Swain, Design Director
Hamish Cargill, Director, Brand Language
Nick Ryan, Senior Writer
Paris Coote, Account Manager
David Cunningham, Head of Production
Ben Williams, Creative Artworker
Project Brief
Walsh Bay had never quite reached its full potential as a destination – despite its natural beauty and significance to Traditional Owners – often eclipsed by neighbours like The Rocks and Circular Quay. Yet, it has become an engine room of the arts, where performances are held daily and young people come to participate in inspiring workshops. With significant investment in outstanding new homes and performance and rehearsal venues for nine performing arts companies on the heritage piers and wharves, it was time for Walsh Bay to come into its own.
We developed our strategic platform, “The sparkling heart of Sydney’s performing arts”, with the buy in of stakeholders and communities. We created a visual and verbal identity (including a narrative) to really deliver on the project’s objectives to build cultural vitality and inclusion and to draw visitors in. The signage is attractive and eye-catching, transforming areas that were previously a bit hidden away into a welcoming and inviting place for all.
Project Innovation/Need
This was a project at the intersection of place and cultural branding. Our concept captures both the energy of the arts and the spectacular natural setting on the harbour, which has been an important part of life for thousands of years. It also sets the area up for future investment by inspiring businesses to see themselves as part of the community.
Another challenge was to ensure that the WBAP visual identity did not compete with the resident arts companies’ brands, but rather complemented them and created a focal point to position the precinct – which encompasses the arts companies – as more than the sum of their parts.
Design Challenge
Inspired by the historical wharves and piers, and an aerial representation by Bangarra Dance Theatre’s Head of Design, Jacob Nash, we designed a unique shape that reflects the interconnectedness of the water, land, past, present, and future. On top of that, the shape also works as a dynamic frame for the creativity of the resident arts companies and community.
The colours from the palette work harmoniously to ensure the precinct really stands out for (and from) the crowd. All while keeping in line with the existing NSW government guidelines.
When you put it all together, the language and identity perfectly capture the electric energy of creative excellence, vibrant community and living culture that exists in abundance at the edge of the city, where the land meets the sea.
Effectiveness
The visual identity has been a point of pride for resident arts companies and Create NSW. It has opened the precinct up with attractive and welcoming signage, revealing its abundant secrets. As a prominent fixture of the Walsh Bay Arts Precinct launch, the identity was well received by all constituents. With so many talented and artistic stakeholders, this is no mean feat.
Graphic Design - Identity & Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of brand, ideas and messages. Consideration given to clarity of communication, representation of brand values and the matching information style to audience.
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