Branding design agency, Principals has created a new brand identity for Walsh Bay Arts Precinct on Sydney’s foreshore.
A major redevelopment in Walsh Bay has combined the existing heritage wharves with state-of-the-art facilities to create Walsh Bay Arts Precinct.
The precinct is home to nine performing arts companies including Sydney Theatre Company, Bangarra Dance Theatre and Australian Theatre for Young People. To mark the redevelopment, Principals was appointed to develop a new brand identity.
Working closely with Create NSW, resident arts companies and community stakeholders, Principals established a distinctive positioning and identity to promote and raise awareness of the revitalised precinct.
Through the agency’s proprietary Brand Alpha research and experience in place and cultural branding, four key value drivers were identified: environment, time, identity and resilience.
The cultural osmosis of the working arts precinct and a desire to welcome all to the heritage location and spaces led to the brand idea: the sparkling heart of Sydney’s performing arts.
A visual device was developed that references the shape of the precinct itself showing the connection with the water, the land, the past and the future. The identity captures the sparkle of the water while the device dynamically frames the creativity of the resident arts companies and the local community.
“Walsh Bay Arts Precinct is a constantly evolving, naturally inspiring place that’s always been a home for those with a tale to tell, and a magnet for those of us who come to experience real passion and power,” said Create NSW director of create infrastructure, Roslyn Mayled.
“And now, with this new identity, it is becoming a destination and brand, beyond the individual arts companies that call it home.”
Principals strategy director, Moensie Rossier added, “It’s hard not to be swept up in the electric energy of creative excellence, vibrant community and living culture of Walsh Bay Arts Precinct.
“It has been a delight to work with Create NSW to develop a brand identity that reflects a sense of creativity and collaboration.”
