Sydney has a new metro system, with all the hype that goes into a major government project. This time, the hype appears to line up with reality. The system closes the gap that Sydney Harbour has always created between the northern and southern CBDs, producing very regular, high-speed journeys and revitalising North Sydney, Sydney’s second-largest CBD, as a centre of commercial, retail and residential activity.
For North Sydney, the metro station Victoria Cross, comes with a major bonus, Lendlease’s VicX. Houston Group has created a brand identity and campaign for VicX, to introduce the new spot to dine, work and play, position the new mixed–use precinct as a dynamic, energetic and inviting destination.
Central to this was the launch campaign, X marks the spot, a shorthand of the place name to craft messaging that felt curious and connected. Vic X is the ‘X’ that puts North Sydney back on the map. Residents, workers and visitors are encouraged to ‘find your way here’, using the logo and visual “X” device as a strong call to action.
The design system elevated the strategy and messaging to new heights, while also providing Lendlease with a flexible system that could support all kinds of communications and creative executions. At the heart of this system is a dynamic, free-form ‘X’ symbol, which serves both as a distinctive marker for Victoria Cross and versatile frame for showcasing photography and content. A bold and vibrant colour palette makes the identity undeniably striking.
Stuart O’Brien, CEO and founder of Houston Group, stated, “North Sydney has always suffered somewhat of an identity crisis but Victoria Cross is a game–changer. 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.”
Vic X officially opened to the public late August, offering 15 new retailers, with 7 more F&B venues, as well as re–imagined public space and pedestrian walkways coming in 2025.
Credits:
Agency: Houston Group
CEO & Founder: Stuart O’Brien
Executive Strategy Director: Daye Moffitt
Executive Creative Director: Alex Toohey
Senior Designer: Isabelle Robison
Design Director: Michelle Teh
Managing Director: Gretel Maltabarow
Senior Account Manager: Cate Patterson
Copywriter: Michael Thebridge
Finished Artist: Max Russell
Client: Lendlease
Project Marketing Manager: Rebecca Sloan
National Marketing Manager, Urban Retail: Kimberley McCone
Marketing General Manager, Development & Investment Management: Sarah Cleggett
