When you think of Sydney, you can’t help but think of Sydney Opera House. Its distinctive sails have had no trouble attracting people from all over the world. But there was a problem. Even though plenty of people were visiting, they weren’t actually going inside. Most were happy to take a selfie on the steps and move on.

Even though the building is seen as an Aussie icon, there was a perception that it wasn’t for everyone. To draw people into the building, the new identity needed to let people know that even though it looks great from outside, the real magic happens inside. And everyone is welcome. 

With the new creative idea ‘shifting perspectives’, people are invited to take a closer look — at art, culture, performance and the building itself. It offers up fresh ways of seeing the world, welcomes different points of view and provides a space for discussion.

The brand voice looks at ways to reframe old ideas, posing questions and provoking thought. A mix of bold statements and everyday language gives it the flexibility to let everyone, from local kids to cashed-up tourists, know that this is a place for them. 

Brand Voice, Interbrand Sydney.