ICC Sydney

The Challenge

Build a brand as bold and dynamic as the venue itself. ICC Sydney is a vibrant, state-of-the-art events precinct located in Darling Harbour, seamlessly blending innovation, sustainability, and world-class design.

It is the centrepiece of a 1.3 billion dollar initiative to create an entertainment and business hub in the heart of Sydney revitalising the Darling Harbour precinct.

CLIENT

AEG Ogden (now ASM Global)

Our Approach

Craft a vibrant identity and campaign that captured ICC Sydney’s scale, energy, and versatility. Inspired by its architecture and vibrant Sydney Harbour location, the branding balances global prestige with local energy.

The Outcome

A powerful brand that boosted recognition both nationally and internationally. With a spectacular brand rollout and execution that contributed to its success in attracting world-class events and audiences.