Creative Concept, Art Direction, Design
Blaze Advertising (WPP)
The Terrace is a premium outdoor venue space on the 15th floor of the One Farrer building, which is located in the heart of the Sydney CBD. The venue is designed for corporate events and social functions. Dexus (building manager) required a brand and campaign to help build awareness of the venue.
In order to promote The Terrace, I developed a brand tool kit that comprised of messaging, photography and identity.
The ‘Up on The Terrace’ phrase was developed to reinforce the height of the location. The lockup can be tailored to suit a diverse range of events – i.e. ‘Glam It Up on The Terrace’ (formal events), ‘Move It Up on The Terrace’ (corporate events), ‘Live It Up on The Terrace’ (social events) and ‘Mix It Up on The Terrace’ (cocktail functions).
The key selling point of The Terrace is the up-market location and also being the largest outdoor venue of its kind in the Sydney CBD. To visually bring this to life, the art direction takes its cue from fashion photography, combined with the beautiful architectural surroundings to create a look that is aesthetically appealing.
Taking visual inspiration from the One Farrer logo (the identity of the building which The Terrace is located), the use of elegant double lines was utilised in the word ‘UP’ to create a tasteful look and portray it as a venue of distinction.
Creative Concept: Costa Popolizio
Creative Director: Rory McLean
Art Director: Costa Popolizio
Designer: Costa Popolizio
Photographer: Juli Balla