Central Place Sydney

Central Place Sydney is the new home for tomorrow’s game changers, where established tech players, disruptive startups, and the next generation of thinkers and makers will co-create a new hub of culture and innovation.

From naming and brand strategy through to brand identity and application, Moffitt.Moffitt. curated a world of brand experiences and expressions aimed at reimagining the southern district of Sydney’s CBD. Highlighting the contrast between old and new, digital and analogue, our work captured the authentic energy and culture of this artful neighbourhood while presenting a new and bold vision for what it will become in the future.

Illustration. Sean Morris, Brolga
Photography. Terrence Chin, Christopher Walsh
VFX. Substance

Art Direction
Brand Strategy
Design
Digital
Environmental
Motion
Naming
Print
Publications
Place + Hospitality

The CPS logomark is inspired by the bird’s eye view of the precinct site plan, and the central intersection that's created between the main towers in the design scheme. This graphic device represents an interchange of ideas, innovation and cultural identity – a place for some of our most brilliant minds to connect and take on some of the world’s biggest challenges.

The southern district of Sydney’s CBD is in a constant state of transformation. Sitting at the centre of four urban villages, the personality of Central Place Sydney is defined by the compelling tension between the past, present, and future. We created a distinctive suite of imagery, illustration, and photography that played to the multiple personalities of the neighbourhood in a celebration of diversity and originality.

Defined as the soundtrack to our neighbourhood, CPSounds represents a unique collaboration between local musicians, composers, and the city itself. Made up of 5 original tracks, the album spans contemplative soundscapes recorded from surrounding landmarks to upbeat anthems at home in the local clubs and bars. Shared across Spotify, Apple Music, and a limited edition vinyl pressing, the project has become a sensory centerpiece for the development.