First unified brand since its creation.
South Bank Corporation is showcasing the attractions, helping locals, visitors and businesses experience everything the area has to offer in a campaign via VML.
South Bank is home to the Streets Beach lagoon, green spaces, leading cultural institutions, hotels, education hubs, commercial spaces, the Brisbane Convention and Exhibition Centre and more than 60 restaurants, cafes and bars.
“This is the first time ever that a holistic destination brand has been created for South Bank, and this refresh sets us up for the future,” said South Bank Corporation chief executive officer Julia Scodellaro.
“We’re excited to welcome more people, more often, and help them discover everything South Bank has to offer. This is only the beginning for what’s to come.”
The precinct welcomes more than 16 million visitors each year but has operated without a unified brand since its creation following Expo 88.
The campaign will run across outdoor advertising, digital banners, web, video, social media, on-precinct signage and wayfinding.
VML Brisbane and Perth managing director, Adam Kennedy said that as long-time residents of the precinct, and the brand agency for Brisbane 2032, they jumped at the chance to help research, define, craft and activate the new South Bank brand.
“This project was about showcasing the very best of South Bank, encouraging lapsed visitors to see it with fresh eyes, and enticing new visitors with an identity as rich as South Bank’s diverse experiences,” said Kennedy.
“Working side by side with the South Bank Corporation team, we set out to create a brand that feels vibrant, energetic and unique – one that reflects the everyday moments and shared experiences that make this place special.
“We approached this project through VML’s human-first methodology, ensuring data, research and insight informed every step of the brand development.
“Our hope is that the new identity helps South Bank connect with people on a human level, making every visit feel like the start of a new story.”
CREDITS
South Bank Corporation
Senior Manager, Marketing and Communications: Brenda Walker
Marketing Manager: Ethan Grimley
Campaign Coordinator: Angela Stoneman
Marketing Manager, Retail: Kira Donohue
Digital Coordinator: Sabrina Walker
Communications Manager: Jemma Payne
Communications Coordinator: Alesia Di Felice
Communications Coordinator: Kaitlin Evans
Graphic Designer: Dan Hancock
VML
Managing Director: Adam Kennedy
Managing Partner: Joanna Millington
Client Partner: Ingrid Postle
Strategy Director: Dilip Garga
Head of Production: Mignon van Weeren
Senior Producer: Loren Nesbitt
Account Directors: Natasha Mlinaric & Mila King
Head of Experience Design: Steven Mair
Head of Delivery: Neil Atkin
UI Designer: Amy Hitchener
Experience Design Director: Elliot Owen
Senior Experience Designer: Terry Yee
Technical Directors: Luke Torney, Amit Rajani
Head of Design: Melissa Radman
Executive Creative Director: Stuart Turner
Creative Directors: Guido Pecego, Paula Keamy
Senior Designers: Chris Hyland, Gabi Fountain
Designer: Jade Koch
Art Director: Jonathan Vargas
Copywriters: Dane Alexander, Brendan Morrow
Creative Resourcing Manager: Sarah Grantley
Production Partner: Content Lion
Editor: Ryota Yorifuji
DOP: Kareem Anit
Art/Styling: Bridget Webb
Stills Photography: Phoenix Wilson
Camera Assistant: Harry Lee
Producer: Carol Gesser
