The Rocks

Brand identity / Art direction / Activation

It’s the first stop for most visitors to Sydney, but when Sydneysiders think of The Rocks, the words ‘tourist’ and ‘trap’ might be among the first to spring to mind. Our brief, in a nutshell, was to build a brand identity system to help re-energise the precinct. To help provide a catalyst to unite tenants and bring back the romance of The Rocks, in a way that appeals to visitors and locals alike.

The Rocks has literally been shaped by the hands of the people that have lived here. From the hands of the world’s most ancient culture, to the hands that carved it out of the rock and those who fought to save it from developers in the 70s. And after a period of research, interviews and workshops with the client, we landed on the brand idea – ‘Made By Many Hands’.

The new identity celebrates the people behind the place. The logo, reminiscent of a bolt, holds the brand together, while the colour palette, backgrounds and physical signage are influenced by the textures of the materials found in the precinct.