Shifting from a corporate legacy, into a consumer-friendly brand

CLIENT

Sydney Airport

INDUSTRY

Infrastructure

SERVICES

Master brand creation, Brand story, Brand architecture, Brand identity/language, Brand upgrade, Digital communications, Corporate communication, Environments, Destination.

Shifting Sydney Airport’s corporate legacy into a colourful and connected experience

After ending its long-running relationship with Macquarie in 2011, the legacy of the large corporate influence lingered on at Sydney Airport, as did a brand identity centred around a restrictive logo system.

The Garden Agency saw there was a clear opportunity for the Sydney Airport to reposition itself with a refreshed identity and brand pattern that connected with all stakeholders: customers, partners and employees. The new brand design gave voice to a new narrative – supporting the client’s vision to represent world-class customer experience.

Empowering Sydney Airport with a new brand toolkit

An internal audit found the static Sydney Airport logo was being overused, incorrectly applied and modified. To ensure it was being used correctly across all platforms, there was a strong need to update the logo lockup and guidelines.

In executing this seemingly minimal change, The Garden Agency identified that there was a great opportunity to go beyond logo legibility and balance, to create a broader brand pattern, helping Sydney Airport move from its corporate image into a more welcoming and friendly destination.

The rigid logo system of the past was superseded with a modern, dynamic and flexible brand toolkit that consolidated their logo challenges into an easy-to-use, consistent framework. A broader graphic language born out of the logo was introduced to add layer and narrative with inspiration drawn from the visual language of maps and colours to depict the unique Australian landscape.

Telling a new story

The most impactful part of the work was the Experience SYD narrative – intended to influence a welcoming, positive connection to Sydney Airport as a destination, rather than a corporate brand. This new smart identifier and communications device empowered the airport employees, partners and stakeholders to effectively deliver this emotional change.

Forward thinking for fast results

With the announcement of new $100m terminal works, Sydney Airport needed a quick turnaround.

We reframed the brief with a future-back strategy, guiding the client to make informed decisions in the short term around the logo clarity while thinking forward to what’s next. By imagining the future and broadening the brand toolkit, the identity has continued to evolve to reflect the changing needs of the business from reporting, to digital communications and into environments.

PROJECT SNAPSHOT

Guided Knowledge

Guided Knowledge have developed the only on-demand, affordable one-on-one coaching product of it’s kind. Although a game changer, GK has to rapidly build credibility and differentiation to attract global investors, world class professionals and ultimately consumers. The Garden created a compelling brand idea through serving a uniquely human need to move forward by 'illuminating the senses'. Almost immediately the brand has begun to inspire the right people and new possibilities.

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