Front & Centre of Tech Central

THE BRIEF

The Post House is a historic icon with ambition and connectivity in its DNA. It’s architectural and cultural significance for Sydney was clear from the outset when we were engaged to develop its brand name, story, identity and display suite and leasing collateral for TOGA Group.
 
The creative challenge emerged to combine a tech-first commercial innovation hub with a 100-year-old character building conversion – which accommodated a new cultural precinct, a flagship boutique hotel and layered dining offering, plus a soaring above-ground pool, spa, gymnasium and fitness studio.

The Post House is a historic icon with ambition and connectivity in its DNA. It’s architectural and cultural significance for Sydney was clear from the outset when we were engaged by TOGA Group.

THE SOLUTION

The logo began as a reflection of the historic Parcel Post building’s original communications function – through its previous life as Sydney’s ‘Parcel Post Office’. Working alongside the architects’ vision we pushed the concept further, integrating the flow of people and communication, and the architectural forms into the conceptual direction of the brand.
 
This culminated in a hyper-dynamic, typographic logo that proportionally representing the three components of the building, with animated letterforms to reference movement of people, data and information. It was a digital-first homage to the Parcel Post building’s messaging sorting history, while building excitement for the vertical village to follow.