As North Sydney undergoes a major transformation, Lendlease, in collaboration with strategic brand and creative agency Houston Group, has launched an innovative brand identity and campaign for Vic X—a new mixed-use precinct designed to inject energy and connectivity into Sydney’s second-largest CBD.
The Transformation of North Sydney
The opening of the Victoria Cross Metro Station marks a significant milestone in the evolution of North Sydney. This development is not just about improving transportation; it is about reimagining North Sydney as a thriving center of commercial, retail, and residential activity. The arrival of Vic X is set to play a pivotal role in this transformation, establishing itself as a dynamic destination for dining, working, and leisure.
‘X Marks the Spot’: The Creative Vision Behind Vic X
Houston Group was tasked with the challenge of creating a brand that encapsulates the energy and allure of this new precinct. The result is the launch campaign, ‘X marks the spot,’ which cleverly uses the shorthand of the place name to create messaging that feels both curious and connected. Vic X is positioned as the ‘X’ that puts North Sydney back on the map, inviting residents, workers, and visitors to ‘find your way here.’
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A Bold and Flexible Design System
The design system created by Houston Group elevates the strategy and messaging to new heights. At the heart of this system is a dynamic, free-form ‘X’ symbol, which serves as both a distinctive marker for Victoria Cross and a versatile frame for showcasing photography and content. Paired with a bold and vibrant color palette, the identity is undeniably striking and adaptable for various creative executions.
Stuart O’Brien, CEO and Founder of Houston Group, emphasized the importance of this project, stating, “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.”
A New Era for North Sydney
Vic X officially opened to the public in late August, introducing 15 new retailers, with an additional seven F&B venues and re-imagined public spaces and pedestrian walkways set to open in 2025. This development is more than just a new destination; it represents the beginning of a new chapter for North Sydney, offering new dimensions of meaning and character to a precinct designed with people in mind.
As O’Brien concluded, “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 bringing a human spirit to a transformative building development.”
