Lendlease, Darling Square

Darling Square is an urban regeneration project we undertook in partnership with Lendlease to bring Sydney’s newest inner-city precinct to life. Over five blocks and a series of streets, laneways and public squares, we created a thriving neighbourhood that responds to the community's needs through distinct precincts that unite to form a holistic offering unlike anywhere else.

We developed an overarching strategic position that allowed us to create a grounded sense of place. Driven by research insights that city-dwellers were increasingly feeling alone, we developed a strategy grounded in the idea of ‘For the people’ – cementing human connection as the core of Darling Square.

For the overarching Darling Square brand, we created an energetic overarching identity that was full of personality. Visually, the identity represents the concept of a neighbourhood taking ‘shape’ by playing with shapes, the square and other forms discoverable in the urban environment to encapsulate a place with a youthful spirit and urban energy.