Locations

SML AUS
1 Kent Lane
Melbourne VIC 3181

SML USA
145 East 74th Street #PHC
New York NY 10021

Minimalist Space
Maximum Impact

259 George

259 George Street is one of the tallest buildings in Sydney’s CBD and has gone through immense design changes in the interior lobby, entrances and internal operations. We worked with the client from the beginning of their ownership building to create a strong presence and identity in the Sydney cityscape.

The identity, logotype and customised 259 font, represent the building’s brutalist exterior architecture, featuring it’s unique cement blades that are in line with their vision of the modern sleek structure. The signage was designed to be as sleek and minimal to seemingly hover above the precisely crafted marble walls. As a wonderful complement to the work, we commissioned a sculpture series by Dion Horstmans that is a key feature in the lobby, enhancing the interior with sharp futuristic lines that strike out from the cool quiet marble walls.

Project Scope

Strategy
Branding
Identity
Digital
Print
Environment
Signage

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