Naming & Identity
Print & Digital Media
In 1990, Southgate took the lead in introducing riverfront dining and establishing a business presence on the Southbank promenade, emerging as an exceptional landmark in Melbourne. As years passed, the precinct began to show signs of weariness, prompting a revitalisation initiative aimed at reigniting its vitality and dynamism. The objective was to recapture its prime location along the river, infuse the spaces with renewed brightness, rejuvenate existing occupants, and entice new ones. Ultimately, the goal was to draw visitors and diners back to the heart of the locale.
The brand’s fundamental concept focused on effectively communicating the primary pillars of culinary excellence, the iconic riverside location, ties to the arts precinct, and rich historical significance to a broad audience. To heighten the brand’s identity and create a well-organised structure for communication, dynamic shapes representing these pillars were carefully designed. This process established a strong brand language that could easily adapt to various mediums and audiences, while also being adjustable according to the specific context.
By securing a distinct market position and crafting a renewed narrative, Southgate effectively revitalised itself as a culturally significant destination. The reintroduction of Neue Haas Grotesk as the primary brand typeface not only enhanced legibility but also invoked a sense of historical authenticity in the wordmark, showcasing the power of subtle adjustments. The introduction of a vibrant new colour palette introduced strong contrasts and effectively accentuated key elements to significantly boost brand memorability.
RE-ESTABLISHED AS A CULTURALLY SIGNIFICANT DESTINATION
To exhibit the rejuvenated precinct, it became imperative to reintroduce commercial leasing, retail campaigns, and cultural activations that celebrated Southgate’s exceptional riverfront location and close proximity to the arts precinct. Once more, Southgate reshaped its identity as the vibrant core of Southbank, delivering advantages to tenants, residents, employees, and visitors alike through the enhancement of the retail, hospitality, and commercial scene.
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