Pavilion on George
Brief: Increase audience awareness and promote the retail mix to invigorate this Sydney CBD precinct during a challenging upgrade phase.

Positioned above Town Hall station and below a busy office tower, 580 George Street is a hive of activity and we knew that the convenient retail mix and range of services was well-suited to meet the needs of commuters, workers and shoppers.

Identifying the precinct as more than a thoroughfare and communicating clearly throughout the renovation period was critical. We delivered Pavilion on George ‘excite the everyday’ with an injection of fun through heroing humble products on gelato panels with sassy messaging.

In addition to a clean new website and print collateral, long stretches of hoarding streetside and underground were leveraged for maximum impact to create an new upbeat repositioning of this urban centre.