Project Overview
Quay Quarter is AMP Capital’s major city-shaping redevelopment project in Sydney’s historic Circular Quay. A consolidated public domain upgrade, AMP Captial will transform this landmark site into a vibrant destination in keeping with its iconic location and supporting Sydney’s future as a green, global and connected city.
Project Commissioner
Project Creator
Team
Client: AMP Capital
Agency: Frost*
Executive Creative Director: Vince Frost
Creative Director: Anthony Donovan
Design Director: Benjamin Hennessey
Account Director: Katherine Monk
Project Brief
We needed to create a brand that encapsulates AMP Capital’s mission: to establish an authentically Sydney destination, created in the spirit of generosity, which will create momentum for positive change and play a vital role in the city’s economic future. This called for extensive strategic research and analysis to develop the right brand positioning.
Project Innovation/Need
Our core idea of “transforming the city in a generous way for all our futures” informed the brand framework, starting with the name and growing into a fully realised visual identity.
The name ‘Quay Quarter’ creates the sense of a dual destination, citing its maritime setting. The simple interlocking ‘Q’ logotype speaks to a switched-on generation by resembling modern “on” buttons, and comes to life through the addition of playful linear pathways to communicate the connections, journeys and possibilities of the precinct. Realised in a timeless typeface, it is confident and unique in its category.
For this exciting first stage of the AMP Capital’s multi-dimensional project, Frost* designed and produced all the necessary communications for Quay Quarter, including the website, app and digital publication, brand films and leasing collateral, as well as contributing to public engagement event planning.
Design Challenge
For us, success is creating an identity that allows for flexibility within the regeneration, and with the development is still in its infancy, this is crucial. We’re confident that we’ve developed a unique strategic theme built for longevity that will serve Quay Quarter in all its future guises. We’re looking forward to a long and fruitful relationship with AMP Capital.
Effectiveness
Quay Quarter has just been launched publicly and we're looking forward to tracking effectiveness as time progresses.
Graphic Design - Identity and Branding
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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