Sydney International Airport unveiled one of the most luxurious retail airport precincts in the world. The brand identity is inspired by the chaos and joy of an airport, whilst bringing a high fashion editorial lens.
Founded on the brand platform ‘The Space Between’ it explores SYD X as a place that exists outside the regular world, it;s unconventional and unique.
The ‘X’ brand mnemonic device taps into the transit nature of this world, the physical space and invites consumers for their own interpretation and adventure. The brand ID is playful, bold and layered allowing flexibility of messaging and placement.
Collaborators:
Pete Buckley, Tim Brown, Brad Stevens, Gemma Hewson, Jhon Erik Riano Cruz, Anastasia Liolio, Jovana Gladnac, History Will Be Kind
Art direction
Brand Identity
Campaigns
Digital design
Motion Design
Tone of voice