Redefining Sydney’s skyline with dual Castlereagh and Pitt Street frontages, Liberty Place introduced a new kind of CBD destination. The development marked a significant step forward for the city — environmentally, economically, architecturally, and socially.
The approach to naming and branding was grounded in contrast. It acknowledged the heritage of the site while reflecting the bold, forward-looking nature of the precinct. The result was an identity that felt rooted in place and confident in its ambition, positioning Liberty Place as both a modern landmark and a catalyst for change.

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