No. 2 Bligh Street
Luxury place branding in Sydney’s CBD.
Client
Bates Smart
Services
Property Branding Placemaking Video Website
Industries
Real Estate
Date
January 2019
We were tasked with capturing the essence of a new luxury 12-storey development in Sydney’s historic ‘golden triangle’. Guided by the brand idea, we crafted a visual identity that draws on the site’s heritage through rich, layered colour palettes, classic typography, and refined imagery. In under two months, we delivered a complete brand ecosystem — from naming, logo, and brand guidelines to a brand film, photoshoot, brochure, and fully responsive website.
“From the outset, the ambition was to create a brand that felt timeless yet contemporary — something that genuinely respected the site’s heritage while confidently positioning it as a modern luxury address. A key focus was maintaining a sense of class and refinement across every touchpoint, ensuring the same level of craft and restraint carried through from the logo all the way to the website.”