Liberty Place ANZ Tower
Brief: Name and brand a progressive new Sydney CBD precinct encompassing office, retail and public space. Communicate to diverse audience groups across a range of creative applications from the launch event to leasing collateral.

The development of this rare site signalled a forward move sustainably, architecturally and socially for Sydney when it opened in 2013. The precinct comprises skyline altering ANZ Tower Legion House and 167 Castlereagh Street with Castlereagh and Pitt street frontages connected by a vibrant retail plaza.

This is Ikon’s strategy around naming and branding the new A-grade precinct referenced both the location and its community in context of Sydney’s CBD, and the rich heritage and visionary approach to the entire development.

The word ‘liberty,’ has strong ties to the site due to the legacy of the YWCAs work from Legion House last century. Proposing and securing the name Liberty Place speaks to hope and positive views, of creativity and collaboration. Our development of the brand with client GPT Group was also created in this spirit offering a fusion of the the past, present and future.