Image Credit : Photography - Nic Gossage
Project Overview
From heritage to innovation – our brand for 33 Alfred Street strategically repositions Sydney’s first freestanding skyscraper, previously known as the AMP Building for over 60 years. The building now serves as a future-fit workplace for high-performing businesses, taking centre stage in Circular Quay. As part of the Quay Quarter precinct’s extensive transformation, our rebrand redefines the next chapter of this modernist icon's remarkable story.
Project Commissioner
Project Creator
Team
Stephen Robertson - Creative Director
Craig Devitt - Managing Director
Charlie Chhay - Senior Account Manager
Fong Yu - Senior Designer
Project Brief
33 Alfred Street is a Premium Grade office tower that boasts stunning views of Sydney Harbour and is situated in one of the city's prime waterfront locations, making it a true symbol of Sydney's modernist heritage. It is the last piece of the Quay Quarter precinct and was transformed into an elegant and amenity-rich address for high-performing businesses.
Originally completed in 1962 in the Post-War International style, the building holds great historical and aesthetic significance as Sydney’s first "skyscraper" and the tallest building in the city for six years. Despite its calibre, it did not have a brand or logo and was always referred to as the AMP Building since its inception.
Following on from our involvement in the intensive strategy phases, Hundredweight developed the 33 Alfred Street name, brand identity, brand architecture and communications for AMP Capital and Dexus.
Project Innovation/Need
To attract the best global tenants and competitive organisations, thorough place strategy and visioning workshops were conducted to identify the project’s challenges, opportunities and unique proposition. The brand essence 'Ahead of the Curve' was chosen to reflect the distinctive dual crescent architecture, its location by the harbour and as a representation of the future of work.
The 'curved essence' served as a foundational design principle, guiding the entire rebranding process and embracing the future of the building. The logo, photography, and graphic language were created to embody the building's sculpted forms and graceful lines.
Design Challenge
Our task was to rename and reposition the building that was informally known as the 'old AMP Building'. To achieve this, we opted to emphasise its historic importance and unique features while also ensuring its future as a distinctive and iconic harbourside location tailored for modern work practices.
AMP Capital and Dexus aimed to transform the office building into a sustainable, flexible, and high-performing space that aligns with contemporary workplace standards. Despite its exceptional location and picturesque views, the challenge was to transform what was commonly perceived as an 'old tower' into a modern and progressive design icon, showcasing style, technology and innovation.
In addition, there was extensive discussion surrounding the name of the tower. Given AMP's recent reputation decline and after much stakeholder consultation on various name options, it was decided to use the building's physical address and utilise the curved theme of the 33 letterforms.
Moreover, it was crucial to ensure that the 33 Alfred Street identity was uniquely appropriate to the heritage building whilst appearing in line with the wider Quay Quarter precinct brand architecture, which encompasses residential, retail and the newly constructed Quay Quarter Tower.
Effectiveness
The rebranding of 33 Alfred Street has been well-received by both the client and potential tenants. Despite the challenging leasing market post-Covid, the building's renovation and repositioning process has resulted in the signing of long-term leases with anchor tenants. Leasing agents now have access to effective brand communications and visual assets to stand out in a highly competitive market. These include an inspiring leasing video, exclusive invitations for site visits, and memorable gifts for targeted tenants.
At its inception, 33 Alfred Street was an icon of progressive design, leading the way in style, technology and thinking. The remodelling and rebranding of this historic icon, once again, puts it ahead of the curve as it takes its place in the world-class Quay Quarter precinct.
Graphic Design - Identity and Branding - Property - Commercial
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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