Lendlease has launched a new brand identity and campaign for VicX, a mixed-use precinct in North Sydney, via strategic brand and creative agency, Houston Group: X marks the spot.
VicX opened to the public in late August, introducing 15 new retailers, with an additional seven food and beverage venues and redesigned public spaces and pedestrian walkways expected to be completed by 2025.
Houston Group was tasked by the construction and real estate giant with developing a brand that would position VicX as a vibrant and inviting destination.
The campaign uses the abbreviation of the precinct’s name to create messaging aimed at inspiring curiosity and connection, with the ‘X’ serving as a call to action, encouraging residents, workers, and visitors to ‘find your way here.’
Its logo and visual elements centre around an ‘X’ device designed to function as a marker for the area.
The initiative comes as The Victoria Cross Metro Station, which recently opened, signals the ongoing transformation of North Sydney. The station is expected to change the way people move around the area and contribute to North Sydney’s revitalisation as a hub for commercial, retail, and residential activity.
“North Sydney has always suffered somewhat of an identity crisis but Victoria Cross is a game-changer,” said Stuart O’Brien, CEO and founder of Houston Group.
“Our job was to create an energetic brand that established a sense of place and personality and inspired people to connect with this next chapter.”
He continued: “The project was so much more than establishing Victoria Cross as a destination, it was also about providing new dimensions of meaning and character to a precinct designed with people in mind – and bring a human spirit to a transformative building development.”
The design system developed by Houston Group is also intended to support different communication and creative needs for Lendlease, with a dynamic ‘X’ symbol that can be used across different types of content.
The latest work follows Houston’s June launch of a new brand identity for PCYC NSW, a youth charity that empowers young people to reach their potential through community partnerships: Belong somewhere life-changing.
See also: Houston Group unveils brand refresh for PCYC NSW, ‘Belong somewhere life changing’
Credits:
Agency: Houston Group
Stuart O’Brien – CEO/Founder
Daye Moffitt – Executive Strategy Director
Alex Toohey – Executive Creative Director
Isabelle Robison – Senior Designer
Michelle Teh – Design Director
Gretel Maltabarow – Managing Director
Cate Patterson – Senior Account Manager
Michael Thebridge – Copywriter
Max Russell – Finished Artist
Client: Lendlease
Rebecca Sloan – Project Marketing Manager