The heart of Sydney’s performing arts.

We joined forces with Create NSW, resident arts companies, community and government stakeholders to help position the revitalised Walsh Bay Arts Precinct (WBAP) as a destination and brand.

Capturing a truth about a working arts precinct that pulses with energy at the water’s edge, we developed a unifying Brand Idea – “The sparkling heart of Sydney’s performing arts”. One that perfectly encapsulates the boundless creativity on offer at WBAP, while being welcoming and accessible to all.

With this as our strategic platform, we developed an identity (from narrative and tone of voice to visual identity) to really deliver on the project’s objectives to build cultural vitality and draw visitors in.

Using the historical wharves and piers as our inspiration, 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 palette itself ensures that the precinct really stands out for (and from) the crowd.

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.