Sydney’s newest waterfront precinct, Western Sydney Lakes, launched its new brand identity created in partnership with FutureBrand Australia.
Western Sydney Lakes will be a waterfront leisure, lifestyle, recreation and business destination spanning 2,000 hectares of lakes, wetlands and grasslands on the banks of the Nepean River at the foot of the Blue Mountains.
Due to open in time for the opening of Western Sydney International Airport, the land is steeped in indigenous connection and colonial history, as well as being a quarry supporting Sydney’s housing and infrastructure projects for generations.
Western Sydney Lakes appointed FutureBrand to create the brand strategy and identity to support them with realising their vision of creating a unique destination where people can thrive due to the restorative nature of the precinct.
FutureBrand Australia’s brand identity for Western Sydney Lakes, revealed at at BoomTown Infrastructure Summit, took inspiration from the site’s natural, abundant beauty and the imminent plans to make it into a destination unrivalled in Sydney, a place that would be different by nature.
Earmarked as being a premier in-land waterfront precinct with a focus on business, entertainment and leisure, the visual identity balances all the elements that speak to the natural, urban and communal aspects of the site.
Jacqueline Vozzo CEO of Western Sydney Lakes, said: “Western Sydney Lakes is entering its next phase of renewal and will transform into a major tourism and recreation destination that will be locally loved.
“Working with FutureBrand has been an immersive experience, guided by their empathy and insight to create the place brand strategy and identity. Their approach has helped not only to establish the brand vision but also to foster an all-important sense of place at the heart of this unique environment."
Rich Curtis, CEO of FutureBrand Australia, said: “Getting to know the place and its possibilities for the people of Sydney has been eye-opening.
“It’s these new perspectives that have helped us develop a place brand for Western Sydney Lakes that matches its natural beauty and all the ways it will continue to grow and evolve. It’s an inspiring vision for an incredible place in the great outdoors that will connect more Sydneysiders with nature and one another.”
The plans for Western Sydney Lakes have been lodged with the NSW Government and more details about the precinct will be revealed in time, along with a detailed visual ecosystem developed by FutureBrand.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.