Key Dates
Image Credit :
Project Commissioner
Project Creator
Project Overview
Albion Exchange is a $750m redevelopment project that will transform the Albion Train Station Precinct and provide the missing link to connect East with West Brisbane. A precinct of this scale and impact required a clear brand to engage Brisbanites, especially in a city where public transport is shunned.
Team
Creative Director: Cam Dunnet Strategist: Megan Hanney Designer: Damian Wheeler
Project Brief
The plan for Albion Exchange includes $28.7m worth of upgraded transport facilities, new residential accommodation, office space, dining and shopping facilities. The development will be the catalyst for a substantial shift from private vehicles to public transport for locals. It will provide amenity and schools to create a vibrant and connected community that is emblematic of Brisbane’s status as a New World City. A new brand was required that would communicate the benefits of Albion Exchange’s connectivity and spark excitement and positivity among locals.
Project Innovation/Need
The brand showcases the precinct as a benchmark of a Transit Orientated Development (TOD) done well. In order to communicate the benefits of a life liberated from traffic we articulated the brand’s DNA as ‘boundless momentum’. Albion Exchange will be living proof of Brisbane’s “New World City” status, a place with world class liveability and connectivity, vibrant activity and seamless convenience combined with increased local amenity, employment and an active and lively community. Every element - from the name to the logo emphasises the precinct’s connectivity and status as the place of connecting pathways, where east meets west.
Design Challenge
A precinct of this scale and impact needed a clear brand that would engage the Brisbane community. This was a challenge in a city where public transport is not a popular choice. Also, such a large development in what has traditionally been a quiet suburb, could cause friction between developers, government and the local population.
Effectiveness
Albion Exchange launched in late 2018. It attracted attention as a bold new development that will positively change Brisbane’s city fringe forever, and in doing so has received solid publicity and ongoing community interest.
Graphic Design - Identity and Branding - Property
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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