Central Park Sydney
Branding | Art Direction | Motion Design | Photography
Challenge
Central Park Sydney needed a visual identity to solidify its presence in the high end real estate market. It was essential that the branding conveyed the rich architecture history and the thriving community in the city's most recognisable project.
Solution
I achieved the branding directive by weaving organic elements through the assets to reflect the natural elegance of the building. The gold engraving on print collateral speaks to the idea of leaving a mark and creating an enduring legacy in the heart of Chippendale.
To shift away from the high-gloss, aggressive marketing that is typical of Sydney’s luxury real estate, I pivoted toward a more grounded identity. This included a custom leaf icon embedded in the logo, supported by a muted, earthy colour palette.
Outcome
The Central Park Sydney project delivered an all-round brand system that illustrated the building's premium architecture in Sydney city's most iconic urban facade.
