Construction and property company Lendlease has launched a brand identity and campaign for VicX, the new retail and food hub in Sydney’s north, through strategic branding and creative agency Houston Group.
The opening of Victoria Cross subway station marks a new chapter in the transformation of North Sydney.
“North Sydney has always suffered from a bit of an identity crisis, but Victoria Cross is changing everything,” said Stuart O’Brien, CEO and founder of the Houston Group.
“Our brief was to create a dynamic brand that conveys a sense of place and personality and inspires people to embrace this next chapter.
“The project was about much more than just establishing Victoria Cross as a destination. It was also about adding new dimensions of meaning and character to a precinct designed for people – and bringing a human spirit to a transformative building development.”
The Houston Group was tasked with creating a brand to position this new mixed-use district as a dynamic, energetic and welcoming destination.
The focus was on the launch campaign “X marks the spot”, which used an abbreviation of the place name to create a message that arouses curiosity and conveys a sense of connection.
Vic X is the ‘X’ that puts North Sydney back on the map. Residents, workers and visitors are encouraged to ‘find their way here’ using the logo and visual X element as a powerful call to action.
The design system provided Lendlease with a flexible system that could support all types of communication and creative implementation.
The free-form X symbol serves both as a distinctive symbol for the Victoria Cross and as a versatile frame for presenting photos and content.
Vic X officially opened to the public in late August and features 15 new retailers, seven additional F&B locations, and redesigned public spaces and pedestrian walkways to be added in 2025.
Credits:
Agency: Houston Group
Stuart O’Brien – CEO/Founder
Daye Moffitt – Chief Strategy Officer
Alex Toohey – Chief Creative Officer
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
Rebecca Sloan – Project Marketing Manager
Kimberley McCone – National Marketing Manager, Urban Retail
Sarah Cleggett – Marketing Director, Development and Investment Management
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