The MLC Centre is 67 storey tower and mixed use destination designed by famed architect Harry Seidler, in the heart of the Sydney CBD. Developer Dexus are in the process of regenerating and transforming the MLC Centre precinct into a vibrant community offering retail, dining, cultural and commercial spaces.
We wanted the brand to showcase the MLC Centre as a place for the people of Sydney who worship style culture, food and business in the beating heart of the greatest harbour city. It had to act as an invitation to join an established landmark embedded in the centre of the world’s greatest harbour city.
The brand combines curated and polished photography with delicate graphic element that reference the building’s iconic architecture. They show how the precinct is stepping up onto the world stage — taking its place as a place of leadership in a leading location. A landmark of business, food, retail, culture and timeless style brought to life.