Harry Seidler’s Australia Square is an enduring modernist landmark in the heart of Sydney’s CBD. Though rich in legacy, the building needed a refreshed identity that could honour its heritage while looking confidently to the future.
The new brand drew inspiration from cultural icons of the 1960s and celebrated Seidler’s architectural vision. Design and culture were woven into campaign work and communications, layering the building’s core essence with contemporary values. The result was a bold identity, grounded in history but built to evolve.

CREATED FOR THE GPT GROUP W/ KATE DENNIS AND BETTINA WINKLER. PHOTOGRAPHY BY ANSON SMART. ARCHIVAL PHOTOGRAPHY BY MAX DUPAIN.