Client
Broadway Sydney, Mirvac
Brand
Brand Identity
Scope
Brand Strategy / Logo Design / Brand Identity / Communications Style Guide / Art Direction / Signage / Spatial and Environmental Design / Brand voice / Brand tonality / Brand personality / Digital marketing / Marketing communications / Social media
Broadway Sydney is an icon of Australia’s retail landscape. Residing partly in the famous Romanesque building that was the home of Grace Bros for several decades, the shopping centre has evolved to become the most successful and productive in the country and is the pride of the Mirvac retail portfolio.
A $55 million development to create a brand-new shopping and dining precinct became the catalyst to modernise the centre’s brand identity and reinvigorate its brand positioning. One of the key strategic changes in the centre’s brand identity was changing the name from Broadway Shopping Centre, to Broadway Sydney, and using a new creative design platform for communications inspired by Cubism and collage.
