Project Overview

Positioned strategically at the heart of Circular Quay, 7 Macquarie Street is designed for future ambitions. With billions invested in the rejuvenation of Circular Quay and the new Quay Quarter precinct within it, 7 Macquarie Street will serve as a central pillar of Sydney’s newest and most dynamic neighbourhood.

Located in the heart of the Circular Quay precinct, 7 Macquarie Place is perfectly positioned for any organisation seeking a front-row seat at Australia’s window to the world. The ground plane is open and inviting, distinct from its surroundings. It provides a sense of discovery by linking seamlessly to the adjacent laneways, making it easy for visiting clients, the harbour or any of the abundance of amenity nearby.

Project Commissioner

AMP Capital

 

Project Creator

PLAYGROUND Studio

Project Brief

AMP tasked PLAYGROUND with creating a brand to support 7 Macquarie Place’s unique position in the heart of the Circular Quay precinct. 7 Macquarie Place is undergoing a refurbishment in their ground floor lobby, redesigning the entire experience and also activating their ground floor retail area to better service tenants. A fresh brand identity and marketing campaign were designed to help lease the newly furbished building in a unique, scenic and vibrant location.

Project Innovation/Need

PLAYGROUND’s brand for 7 Macquarie Place features an iconic mark for an iconic address.
A typographic play on the address conceals the number 7 in plain sight to create an impactful logomark ‘M’ that will in time be associated with the building and the address. This bold and memorable logomark serves to anchor the brand and all of its comms in a clean, geometric aesthetic.

Design Challenge

PLAYGROUND’s mission was to inject an existing address with a fresh, vibrant yet sophisticated energy. Our brand for 7 Macquarie Place needed to feel new without compromising the impact and weight carried by the name ‘Macquarie’ in Sydney’s commercial landscape. A fresh, natural palette was used to complement the building’s adjacent park and activated ground-plane F&B/retail, conveying accessibility, openness and nature, while retaining its professional, sophisticated edge.

Effectiveness

PLAYGROUND’s brand for 7 Macquarie Place breathes fresh life into an address with a 30-year history, without compromising the weight and prestige of its iconic location. The resulting logomark and brand retains the prestige of ‘Macquarie’ front and centre.