Norwest

Norwest is an area of northwestern Sydney that is twice the size of the central business district. Its projected growth puts it on track to become a new city centre by 2030. But it’s not there yet. Right now people think of Norwest as a light industrial area, far from the heart of the action, if they think of it at all.

To realise their vision, Norwest’s developers needed to excite potential residents and businesses to become a part of Sydney’s future. In this project for Mulpha from 2016, we projected that in order to succeed, Norwest must become a beacon of innovation. It will need pioneering architecture, intelligent infrastructure and a new approach to community. Guided by this vision, the Norwest of the future will be so compelling as to be magnetic.

The concept of magnetic attraction is at the heart of the brand identity. The brandmark is inspired by the needles of a compass, with the six lines pulled north west towards Sydney’s emerging centre. The science of magnets also informs a brand system that constantly reconfigures itself, but always snaps together.

Creative Direction from Chris Maclean. Design and Art Direction from Daniel Ioannou. Floriane Jambu was senior designer, motion design by Sumita Maharaj. The photographs are by Sean Fennesy.