Brand and digital agency Protein One will lead the branding of AMP Capital’s latest $142 million development in Marrickville.

This project will see an 11,000m² new precinct added to the existing Marrickville Metro, with a focus on artisan eateries, marking the first major upgrade to the centre and branding in over 30 years.

The competitive pitch process pitted agencies against one another, but Protein’s multidisciplinary approach to branding secured them the project.

The creative team is responsible for successful brand developments such as renowned butcher Victor Churchill, creating the brand, customer experience and digital flagship success of the ‘Ask the Butcher’ mobile app.

After a detailed consultation period, Protein and AMP Capital are pleased to announce the new brand for the development: Smidmore St.

A destination for locals, where culture and community come together.

The new offering celebrates the food and art culture of Sydney’s Inner West and reflects the industrial heritage of the area.

It will also bring together exciting culinary offerings through indoor and al fresco dining, retail space and fresh food offerings.

Protein’s creative director, Galvin Scott Davis said: “Our team was extremely proud to have won the tender for both Smidmore St. and the Metro.

“Being a local resident myself, it was important that we demonstrated our understanding of the unique DNA that makes up the creative community of the Inner West”.

Scott Davis continued: “We are excited to see the brand roll out during development, bringing a fresh new vision to one of Sydney’s iconic shopping locations”.

Protein consulted with historians and local residents to create a premium yet accessible identity for AMP Capital’s new precinct.

Original ideas for the new precinct referenced local historical personalities of the suburb.

The winning name Smidmore St. calls on the heritage and origin of the Marrickville area.

And, crazily enough – it will be located on Smidmore St.