The renaissance of 44 Martin Place
A prestigious addition to the cities skyline this landmark development is located in the heart of Sydney’s Central Business District (CBD). Internationally renowned architects HASSELL have transformed the building’s interior with the addition of a full-height atrium and a brand-new pavilion structure, featuring a rooftop terrace with a view to rival any city skyline. We told the story of this heritage classic back in 2019 following the launch of our branding and property marketing campaign we produced for the building’s redevelopment. The strength and success of our identity work was validated when Extrablack was commissioned to create the signage and wayfinding system for the site. This development meant we became engaged across all our services from branding, property marketing, signage, and wayfinding. Since the completion of 44 Martin Place we have been eager to share its story and seize the exciting opportunity to showcase how we approach and deliver across the range of services we offer.
Our branding identity and marketing campaign focused on its iconic location, the incredible amenities and transport connections. For the brand identity and visual language, we took reference from the buildings existing art deco façade and HASSEL’s elegant modern lines to create a classic meets contemporary fusion. This identity was marketed across a lavishly printed, debossed and foiled brochure and an interactive digital version for ease of distribution amongst agents and prospective tenants. The campaign truly came together with the incredible CGI images by Studio Modus and dazzling photography by Martin Mischkulnig to create a campaign that boasted of luxury and elegance.
Our approach to the signage and wayfinding is not to compete with the rich history and building, but to sit alongside providing successful identification of the building at each key entry point. Extrablack proposed that it be sophisticated, restrained and minimal – demonstrating craftmanship in its fabrication and installation. The signage has been designed as a cohesive and integrated family designed to suit the various information types and architectural conditions. Our signage and wayfinding system smoothly operates amongst the architecture, creating a bridge between the old and new, the classic and contemporary to create a truly elevated wayfinding experience of 44 Martin Place.