Description:

The Sparkling Heart of Sydney’s Performing Arts
Joining forces with Create NSW, resident arts companies and stakeholders from the community and the government, we set out to revitalise the Walsh Bay Arts Precinct (WBAP) as a cultural destination. The vision: a working arts precinct on the water’s edge that pulses with energy.

Often overshadowed by its neighbours, The Rocks and Circular Quay, Walsh Bay had never been known as a vibrant arts precinct. Today, it’s become the engine room of the local arts scene, featuring daily performances and engaging workshops. With significant investment in outstanding new performance and rehearsal venues for nine performing arts companies, Walsh Bay deserved recognition as an exciting destination in its own right.

We developed a unifying brand idea – “The sparkling heart of Sydney’s performing arts” – and a visual and verbal identity (including a narrative) that encapsulated WBAP’s boundless creativity yet feels welcoming and accessible to all.

Inspired by the historical wharves and piers, and an aerial representation by Bangarra Dance Theatre’s Head of Design Jacob Nash, we designed a unique device based on a shape that reflects the interconnectedness of the water, land, past, present, and future. This shape became a dynamic frame for the creativity of the resident arts companies and community. The colour palette works harmoniously with the language, capturing the electric energy of creative excellence, vibrant community and living culture that exists at the edge of the city – where the land meets the sea.

The visual identity became a point of pride for resident arts companies and Create NSW, bringing the precinct to life, ensuring it stands for (and out from) the crowd, and revealing its many secrets. Hidden areas were transformed into welcoming and lively locales with attractive signage and eye-catching design.

As a prominent fixture of the Walsh Bay Arts Precinct launch, the identity was well-received by all constituents – a satisfying achievement given the many talented and artistic stakeholders involved.