South Eveleigh
The brand strategy recognises that what has always sat at the heart of this place is a sense of industry. What looks like heritage today was once at the cutting edge.
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South Eveleigh
A home of industry made new
For over 100 years the railway workshops at Eveleigh were a centre of industry, driving Australia’s progress as a nation. Moving on from its conversion into Australia Technology Park, with a new use as an incubator for innovation, a new brand was central to bringing this iconic site back to life and reconnecting people with this important heritage destination.
The new industry
Understanding the views of future users and stakeholders was central to our process. After extensive consultation, our strategy was to reinstate the site’s original name, recognising that South Eveleigh should be celebrated for its role in Australia’s history. The brand strategy recognises that what has always sat at the heart of this place is a sense of industry. What looks like heritage today was once at the cutting edge. This led to us anchoring our brand in the idea ‘The new industry’.
Rivets, sawtooth and track
The new identity is inspired by both the site’s heritage and technological future. The logo is comprised of a number of elements that draw from the railway heritage – rivets, sawtooth and track. These are repurposed into type and pattern that are evocative of the new tech nature of the site. A dynamic language of patterns and icons, applied with vibrant colour, create the right level of energy for a place that has and will stand for being truly industrious.
Wayfinding and signage
Our signage for the new precinct is designed to use the same system as Council street signage. It morphs back into the local area. A diverse range of communications including presentations, motion graphics and video were created to share the story of the new brand.
A new destination
The new brand has been successful in supporting commercial and retail leasing for the site, which is now the home to some 10,000 Commonwealth Bank workers and its lead FinTech operations. It has also been at the heart of community engagement and events which are successfully bringing nearby locals back to the site. The social impact of restoring the name cannot be underestimated, and the name South Eveleigh can now be seen on directional street signs – a true measure of its success in creating a brand that has been genuinely adopted as a new destination.
“In reinstating the Eveleigh name we are recognising the significance of the original Eveleigh workshops that provided opportunity to past indigenous generations and ensuring that they feel a part of its future. Now it’s the place that’s driving the tech revolution forward. Here past and present, large and small, edgy and modern, innovators and community will come together to forge the ideas of tomorrow. The industrial will take on new dimensions – from the re-invigoration of a prized heritage site, to advances in FinTech and the latest in artisanal food manufacturing experiences.”
“South Eveleigh will be a dynamic and exciting place for all, and one that maximises Australia’s industrious spirit in bringing change to life.”
