Shifting Perspectives – a brand idea that reflects that belief that art, ideas and imagination hold the power to transform not only individuals, but entire nations.

We were built to see things from different perspectives. As you move around the building, contours and colours shift on the sails, while mindsets are shifted within.

A place where you can take in a spectacular horizon, then broaden yours. Where challenge isn’t a dirty word, and questions are more interesting than answers. Where it doesn’t matter what your opinion is, just that you have one.

We’re open to new ideas, new people, and new experiences. To daydreamers and free thinkers. To old friends, fresh faces, and those who find comfort in the unknown.

So if you see things differently. If you’re willing to consider more than one point of view, to who you can become; we’re open to you.

At the heart of Shifting Perspectives is a sculptural form language.

We created a sculptural typeface that reflects the contours of the building itself. Designed in an engineering program by acclaimed Swiss typographer Laurenz Brunner, it has the structural integrity necessary to be rebuilt in real life. What’s more, it comes with a custom-made InDesign script that makes it easy for Sydney Opera House partners to create sculptural type, too.

Striking, intriguing and instantly recognisable, it complements the content of any performance or show, before bringing the attention back to the master brand. In other words? The Sydney Opera House has found its voice.

The brand has only just launched, so it is too early to see any quantifiable results, however the qualitative feedback from clients, visitors and media have been very positive.

Being an entertainment venue, we needed to create a brand that would be a vessel to hold and promote a broad array of content – the shows and experiences available at the Sydney Opera House – while still having an inspiring and authentic celebration of the place itself.

To do this we would create assets that would interact and complement with the images and words of the shows in ways that reflect the architecture of the building. The same way the performances themselves are an interaction of the artist and the place of the performance.

In 2013 on its 40th anniversary, the Sydney Opera House looked to its history as inspiration for its future. A history that started in 1954 when Joe Cahill, the then premier of New South Wales, recognised that “this state cannot go on without proper facilities… which help to develop and mould a better, more enlightened community.” The Danish architect Jørn Utzon fulfilled this vision, to create a building that has inspired 4 decades of audiences and artists. The Sydney Opera House needed a brand that would not only authentically bring to life this original vision, but would also be an embodiment of its confident intent for the future. A brand that had its own clear voice, that would unify the vast array of experiences from ballet to opera, tours to fine dining, creative learning to contemporary music.

A brand that would be as bold and inspiring as the building itself.