Houston approached me as a writer to collaborate on developing the creative identity and leasing materials to support the commercial, retail and hotel requirements for the large-scale restoration of a series of iconic Oxford Street buildings ion one of Sydney’s most vibrant cultural pockets.

In collaboration with the Houston team we began ‘turning the volume back up’, amplifying the precinct’s energy through every expression of the brand identity. A loud and dynamic brand identity was built upon the theme of ‘contrast’ inspired by the diversity of the commercial studios’, retailers’ and bars’ future inhabitants, and the vibrancy of the people who fill the streets; reimagining Oxford Street’s legacy for a new creative generation.

The tone of voice supported the raw visual aesthetic, creating a platform to showcase individual creativity and group collaboration, capturing the cultural diversity of the area—a place where all are welcome to thrive, explore and create.

The campaign came to life across a range of applications, including a hero teaser film, website, commercial and retail leasing brochure, and design of the display suite, where the brand amplified as hero graphics, neon signs, oversized artboards and large graphic typography, transforming an existing Foley Street retail tenancy into an immersive interactive experience to engage and attract Sydney’s best and brightest commercial and retail tenants.