Loftus Lane, part of revitalisation of the Circular Quay precinct, will redefine what it means to be ‘at home’ in downtown Sydney. Frost* was engaged to name the precinct and develop strategy, branding and a residential marketing campaign.
Designed to convey the understated, crafted luxury of the Loftus Lane design, the brand celebrates the tactile and the textured at every touchpoint. Eschewing conventional hyperbole, the brand aimed to provide an detailed insight into the highly considered architectural thinking behind each building. We briefed Sydney photographer Saskia Wilson capture Circular Quay and surrounds from a local perspective. Both intimate and iconic, Wilson’s images were compiled into a hand-signed limited edition run of books titled ‘Sydney at home’.
Branding Sydney's newest living and retail precinct.
Creative Director: Anthony Donovan Designers: Ryan Curtis, Chris Griffiths, Johnny Boardman, Zion Wu Account Directors: Emma Stone, Max Delplanque Photography: Saskia Wilson