No. 2 Bligh Street

Luxury place branding in Sydney’s CBD

Client

Bates Smart

Services

Property Branding Placemaking Video Website

Industries

Real Estate

Agency

Affinity Media Sydney

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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.

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“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.”