Design & Art Direction

The Rocks

The Rocks, Sydney

It’s the first stop for most visitors to Sydney, but when Sydney-siders think of The Rocks, the words ‘tourist’ and ‘trap’ might be among the first to spring to mind. We built a brand to help unite tenants and bring back the romance of The Rocks, focusing more on authenticity, a sense of quality and the hand-crafted. The hands of the people that have occupied The Rocks have literally shaped it; from the original landowners, to those who saved it from developers in the 1970's.

‘Made By Many Hands’ celebrates the people behind the place. The logo, reminiscent of a bolt, holds the brand together, while commissioned photographers document the present for future generations, and archived imagery gives us view into the past.

Made with the team at Interbrand.
Role: Design & Art Direction