![](https://cdn.myportfolio.com/d959fde073eeb2edb6c148dc9534466a/79399ce5-6dca-4497-95ab-50d2fc658f92_rw_1920.gif?h=b4bc8e31a6050bf1a524a0813c5ee7ba)
39 Martin Place
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Agency
FutureBrand
FutureBrand
Role
Lead Brand Design
Lead Motion Design
Lead Brand Design
Lead Motion Design
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Background
Martin Place is Sydney’s cultural, commercial and financial hub.
The state government have started a new Metro project, opening new stations across Sydney and the wider state of New South Wales.
After the demolishment of a key property on Martin Place to make way for the new Metro station, there was opportunity to build a new tower on the land above the Metro station.
This new building would be opposite the iconic and well established 50 Martin Place.
![](https://cdn.myportfolio.com/d959fde073eeb2edb6c148dc9534466a/aed40a57-519d-4380-b90d-ff7247417ce3_rw_1920.png?h=288983ed1588459886e74ded97425db9)
The architectural design principles of 39 Martin Place reflecting 50 Martin Place.
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Opportunity
This new tower, originally called ‘South Tower’ is an exciting project to create a new landmark in Sydney.
It will house:
– A new high speed metro station
– A communal food hall
– An office tower
– A communal food hall
– An office tower
All of which help create a connected experience for Sydney’s workers.
There was opportunity to create a name and visual identity system for this new building.
![](https://cdn.myportfolio.com/d959fde073eeb2edb6c148dc9534466a/106354e5-ece8-44c9-95e7-e3796c1d6475_rw_1920.jpg?h=11e9283eff3bb6dac2a1748005dec410)
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Solution
The identity concept explores the tension between the old and new, past and present.
This matches the actual design idea of 39 Martin Place which is a modern reflection of the iconic 50 Martin Place.
This is both a reflection of our past and a visionary response into the future.
![](https://cdn.myportfolio.com/d959fde073eeb2edb6c148dc9534466a/5f98fdab-a872-49b8-a92c-b47f916eed90_rw_1920.jpg?h=3ef1183dcb6572c0ef1eced2a019030c)
![](https://cdn.myportfolio.com/d959fde073eeb2edb6c148dc9534466a/6249f230-43da-4993-953b-f47f1a7facc3_rw_1920.jpg?h=acf1fec4dc138932b8649942e5595e27)
![](https://cdn.myportfolio.com/d959fde073eeb2edb6c148dc9534466a/1748c530-ecfd-4d69-8217-6dd7567a57b8_rw_1920.jpg?h=4ef99c4660d6e46fb7e84d995a797ac3)
![](https://cdn.myportfolio.com/d959fde073eeb2edb6c148dc9534466a/6b71142d-5797-43e4-a432-e32637fc2b40_rw_1920.gif?h=f8c88a0b08d811766c2a2e7490283030)
Bespoke patterns based on the window design
![](https://cdn.myportfolio.com/d959fde073eeb2edb6c148dc9534466a/9959ebec-0622-480b-bc61-775a2e575333_rw_1920.jpg?h=4285a0382487d5797e5f0810da151c81)
![](https://cdn.myportfolio.com/d959fde073eeb2edb6c148dc9534466a/c6711086-fed4-43a3-9f31-326c0f63a7b3_rw_1920.jpg?h=d50ed868944b3e1083f1ec9f8b0b488b)
Colour palette inspired by the architecture
![](https://cdn.myportfolio.com/d959fde073eeb2edb6c148dc9534466a/31e90805-466f-4c39-91ed-e3438942fff4_rw_1920.jpg?h=621ae9ef5420f4cb194b54596d1b4f1f)
![](https://cdn.myportfolio.com/d959fde073eeb2edb6c148dc9534466a/6a2fe304-1a8d-4e00-a462-14e993fffe66_rw_1920.jpg?h=9460f0d4e7542ea7eb00efc82d473400)
![](https://cdn.myportfolio.com/d959fde073eeb2edb6c148dc9534466a/a0e6e7a2-4aef-45dd-b5b7-e7fb8a66983a_rw_1920.jpg?h=3c8b9f90b0909aa8e47092cdc53b4022)
![](https://cdn.myportfolio.com/d959fde073eeb2edb6c148dc9534466a/920ab719-b859-4ffb-a9c2-debfa37370e5_rw_1920.jpg?h=0336f945409147210451ba4824b3d4ca)
![](https://cdn.myportfolio.com/d959fde073eeb2edb6c148dc9534466a/b8c64a29-55b2-4149-8220-99eaf315ee87_rw_1920.jpg?h=d31e61d6b88bd992d64f3954ced270e0)
![](https://cdn.myportfolio.com/d959fde073eeb2edb6c148dc9534466a/9d41ac67-8ebe-45bb-81db-70ccd7d04df5_rw_1920.jpg?h=a4aa2c087191bd58945d0e4afc754663)
![](https://cdn.myportfolio.com/d959fde073eeb2edb6c148dc9534466a/fb8f0cd5-c80d-4543-9669-f52049107204_rw_1920.jpg?h=dbc15ba497f20a1e7227bd083aea2531)
![](https://cdn.myportfolio.com/d959fde073eeb2edb6c148dc9534466a/85ab8fcb-07fa-4186-b1bd-0c41025c3498_rw_1920.jpg?h=2d1494ae8bd360ea1e4920b51b0de952)
![](https://cdn.myportfolio.com/d959fde073eeb2edb6c148dc9534466a/ff5a77a1-4e9a-46c6-8e80-b5a33af412c1_rw_1920.gif?h=ee09f1f43c9f34d7c23fb1888df8850d)
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Client
Macquarie Group
Macquarie Group
Agency
FutureBrand
Brand Design + Motion Design
Andy Lawrence-Levy
FutureBrand
Brand Design + Motion Design
Andy Lawrence-Levy
Additional Brand Design
Alex Dalmau
Alex Dalmau