The science behind Sydney Science Park’s branding.








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Sydney Science Park is a $5bn, 280ha project that will create a research and development hub in the heart of Western Sydney. It will be a fully integrated community that will create more than 12,000 jobs, cater to over 10,000 students and be home to over 10,000 residents. But before all that, it needed a brand identity.


After two years working closely with the Celestino team, we were ready to tackle the branding of a truly 21st century city. We developed five main pillars that would be the foundation of the project: Innovation. Learning. Living. Trading. Playing. There is nowhere else in Australia five such disciplines come together, so we started there.


We needed an identity that could hold all five, but also be modular so they could be used separately. We created a logo design that ticked all those boxes. To show how all this worked, we created a bespoke animation in-house for the new logo, which was unveiled at the turning of the first sod. Now the real work starts…


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