NORWEST

Norwest, in northwestern Sydney, is twice the size of the CBD and projected to become a new city centre by 2030. But public perception hadn’t caught up. Often viewed as a distant industrial zone, Norwest needed to shift its story to inspire future residents and businesses.
     The new brand positioned Norwest as a beacon of innovation. A place driven by pioneering architecture, intelligent infrastructure, and a fresh approach to community. The idea of magnetic attraction sat at the heart of the identity. A brandmark inspired by compass needles pulls northwest toward Sydney’s future, supported by a flexible system that reconfigures but always connects.