If you're a 188-year-old Sydney institution, how do you combat the perception that your 'authenticity' is slipping now that you've moved out to Homebush?
You enlist us to sift through your archives. We then uncover a wealth of visual materials which become the starting point for a fresh identity that can be creatively applied to all above and below-the-line materials – evoking your past while still promising an effervescent, contemporary event.
Finally, you reappraise your brand architecture and develop a new umbrella brand – Sydney Royal. This becomes a new 'mark of excellence' to endorse award-winning produce, extending your visual presence all year round.
