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MLC Centre
Dexus / Hoyne | Graphic Design - Identity and Branding - Property
Image Credit :
Project Commissioner
Project Creator
Project Overview
This brand reflects how the MLC Centre is stepping up onto the world stage as a place of leadership.
Team
Creative Director: Matt Barratt Designer: Kirsten Gracie Copywriter: Rachel Walton Account Director: Harriet Unwin
Project Brief
The MLC Centre is 67 storey tower and mixed use destination designed by famed architect Harry Seidler, in the heart of the Sydney CBD. Developer Dexus are in the process of regenerating and transforming the MLC Centre precinct into a vibrant community offering retail, dining, cultural and commercial spaces.
Project Innovation/Need
We wanted the brand to showcase the MLC Centre as a place for the people of Sydney who worship style culture, food and business in the beating heart of the greatest harbour city. It had to act as an invitation to join an established landmark embedded in the centre of the world’s greatest harbour city.
Design Challenge
The brand combines curated and polished photography with delicate graphic element that reference the building’s iconic architecture. They show how the precinct is stepping up onto the world stage — taking its place as a place of leadership in a leading location.
Effectiveness
The brand successfully brings to life MLC’s position as a landmark of business, food, retail, culture and timeless style.
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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