Tech Central

Brand Strategy
Visual Identity
Verbal Identity 

Storytelling
Typography
Motion

Brand toolkit
UI Design
Wire Framing
Prototyping

 

Established in 2021, Tech Central is a newly designated tech and innovation district in Sydney, Australia. The district brings together six neighbourhoods that are home to some of Australia’s most exciting startups and innovative institutions, including world-class universities, over 100 research institutes and centres of excellence, and a number of unicorn tech start-ups like Atlassian and Canva.

Some of the district’s long-term goals are to attract 25,000 students, support new scale-up companies, and create 25,000 innovation jobs.

The identity has its origins in a typographic expression of the city grid. The system leans heavily on typography, utilising a bespoke variable typeface as the key visual identifier, and supported by the highly accessible Public Sans. Both typefaces have been deployed to enable partners and organisations within the district to easily access and utilise these assets.

Collaborators

Designers
— Dash O'Brien-Georgeson
— Kimberly Luo
— Atsaya Gabiryalpillai
— Dean Hastie
— Lucy Chambers
— Emma Turney
— Georgia Urie
Creative Director
— Alexis Waller
Design Director
— Mac Archibald
Writer
— Mat Groom
— Daniel St. Vincent
Strategists
— Sammy Page
Head of Strategy
— Damian Borchok
Motion Design
— Atsaya Gabiryalpillai
— Mac Archibald
— Emma Turney

Recognition

AGDA
— 2x Distinction
— 2x Merit 
Best Awards
— Silver