Pavilion on George


Art Direction
Brand Identity
Digital & UI
Signage & Wayfinding
Print & Publication



The brief called for a re-brand of the retail space then known as 580 George, the precinct located at the base for the HSBC Tower in Sydney’s CBD. In addition to naming the precinct, Pavilion on George, the upbeat, urban, and fun brand that has come to life across digital, print and environmental applications. Showcasing the commissioned still life photography, and fresh tone of voice.

Client — The GPT Group
Studio — This is Ikon

Creative Director — Kate Dennis
Photographer — Phu Tang