Sydney’s iconic King Street Wharf unveils long-awaited rebrand
Sydney’s iconic King Street Wharf rebrand by The Offices is finally complete with the installation of illustrated hoardings along the 400-metre waterfront.
Other designs created through the rebrand are already live across outdoor, digital, and other channels as King Street Wharf continues its transformation into a premium dining and leisure destination.
King Street Wharf was purchased in 2018 for $125.5 million and is part of a wider harbourfront precinct that contributes an estimated $6.2 billion to the local economy.
The identity system’s logo, colours and supporting graphics all build on the idea of a busy wharf while weaving in visual references to upscale entertainment.
The completed visual identity is now live across the site’s signage, hoardings, website and various digital communication channels, including social media and newsletters.
King Street Wharf’s multimillion-dollar transformation is well underway, with one-third of its 15 tenants having completed or currently undergoing interior refurbishments, due to reopen later in 2024.
Alan Place co-founder Andrew Crocker said: “I’ve been lucky enough to have worked with The Offices on several projects over a number of years.
“The latest brand design for King Street Wharf is another example of their talents. Everybody loves the look and feel as it differentiates King Street Wharf from anywhere else, and sets us up for the future.”
Based in Sydney, The Offices is headed by creative director Jeffrey Oley and managing director Stephanie Oley.
The studio specialises in creating brands of distinction, and has particular expertise in food and beverage branding, packaging, websites and content creation.
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