‘X marks the spot’ in Houston Group’s new brand identity project for Lendlease

August 26, 2024 9:43

Creative and strategic brand agency, Houston Group, has helped Lendlease roll out a new brand identity for the precinct above the newly-launched Victoria Cross Metro Station, complete with a new campaign.

The ‘X marks the spot’ campaign spins the ‘Cross’ of Victoria Cross into a somewhat mysterious ‘X’ symbol, intended to inspire curiosity amongst the public and encourage them to visit the new “dynamic, energetic and inviting destination” that the metro station has made the precinct. The symbol was also designed to be a “versatile frame” for showcasing photography and content”.

In addition to that, the Vic X brand identity supports a new, striking colour palette.

“North Sydney has always suffered somewhat of an identity crisis but Victoria Cross is a game–changer,” said Houston Group’s founder and chief executive officer, Stuart O’Brien.

“Our job was to create an energetic brand that established a sense of place and personality and inspired people to connect with this next chapter.

“The project was so much more than establishing Victoria Cross as a destination, it was also about providing new dimensions of meaning and character to a precinct designed with people in mind – and bring a human spirit to a transformative building development.”

Now open, Vic X’s website states that it provides “15 new food, beverage and grab-n-go venues” for the public, with seven more venues scheduled to be opened in 2025.

Campaign Credits:

Agency: Houston Group

Stuart O’Brien – CEO/Founder

Daye Moffitt – Executive Strategy Director

Alex Toohey – Executive Creative Director

Isabelle Robison – Senior Designer

Michelle Teh – Design Director

Gretel Maltabarow – Managing Director

Cate Patterson – Senior Account Manager

Michael Thebridge – Copywriter

Max Russell – Finished Artist

Client: Lendlease