Uptown
We’ve rebranded Brisbane’s biggest CBD retail and lifestyle destination with an upbeat new name, look and vision. Setting the tone for the future redevelopment. Embodying the optimism of Brisbane today as it transforms in time for the 2032 Olympic Games. An evolving retail and lifestyle destination that’s at the heart of the city—in every way.
Get in touch
Uptown
Create memories everyday
We’ve rebranded Brisbane’s biggest CBD retail and lifestyle destination with an upbeat new name, look and vision. Setting the tone for the future redevelopment. Embodying the optimism of Brisbane today as it transforms in time for the 2032 Olympic Games. An evolving retail and lifestyle destination that’s at the heart of the city—in every way. The new identity and campaign bring together the best of contemporary Brisbane for everyone, every day.
Goodbye Myer Centre. Hello Uptown!
Brisbane’s former Myer Centre is now Uptown. The new name captures Brisbane’s relaxed optimism, and connects to its location at the top of Queen Street Mall. It also reflects the impressive size of the centre — which spans nine levels and includes a transit hub, cinema complex, more than 63,000 sqm of retail and the city’s largest food court. Uptown will be a pivotal part of the modern identity of Brisbane and the name reflects its standing and influence of its prime location.
Create Memories Everyday
The brand idea ‘Create Memories Everyday’ sets out to return the Centre to its former glory in a way that’s relevant to Brisbane today. On its opening in 1988 the former Myer Centre was Australia’s largest mall and included its own amusement park complete with indoor roller coaster. We launched the new brand with a creative campaign taking in outdoor, transit, radio, digital and social. A two-week teaser posed the ambiguous question ‘What’s Uptown?’. Now, Brisbanites know the answer. Our seasonal in-centre activations are underway and are designed to attract and engage visitors - a further extension of the idea of creating memories every day.
Things are looking up
The new identity cleverly focuses on upwards movement with a fun vibe. A responsive wordmark leads the creative, constantly morphing and stretching upwards in a distinctive design system. The fresh colour palette is inspired by Brisbane’s position as a metropolitan city in a coastal subtropical climate. Our photoshoot for the campaign echoes the new identity and is incorporated throughout signage, banners, out of home, hoardings and decals. A huge effort was put into transforming from MYER to Uptown overnight.
—
“Frost* has been an exceptional partner in developing the brand strategy and creative identity for Uptown. The team’s attention to detail and unwavering commitment to understanding our brand’s essence made the process seamless, resulting in a unique market leading brand identity delivered within a compressed time frame. Working with Frost* was an absolute pleasure, and we look forward to continued success in our partnership.”
Samantha Howkins, Head of Brand, Marketing & Experience, Vicinity Centres
