Branding
Design
Advertising
Media

25 Martin Place

Dexus

An icon of the Sydney skyline, and a legacy of the visionary architect Harry Siedler, 25 Martin Place (previously the MLC Centre) has been an Australian living landmark for over 40 years. 

With Dexus undertaking a total refit of the site (which incorporates the high-rise office tower, a split level open public space, a multi-level retail precinct and the Theatre Royal Sydney) our task was to create the new name and brand identity for the asset.

The new name, 25 Martin Place, celebrates the location in the heart of the world’s greatest harbour city. When visionary architect Harry Seidler gifted Sydney the building in 1978, it was unlike anything Australia had seen before.

Black and white photo of a tall skyscraper taken from the ground looking up, with some trees at the bottom.

The building was inspired by classic Bauhaus foundations, where form follows function and celebrated a deep love of geometry intersecting with modern purpose. Honouring this the identity builds on Seidler’s design principles and plays on the existing geometric form that is the White Beacon. True to the Bauhaus movement it is refined, simple and clean, doing away with unnecessary embellishment.

An animated image of a white building on a light blue background.
Two glasses with lime slices and sprigs of herbs, a small spoon, and additional lime slices with herbs on a white surface and a white rectangular cutout.
A woman in a stylish black outfit, standing against a plain background, with sleek dark hair and bold makeup.
A glass of coffee next to a cream-colored pastry on a white surface.
A man in a dark blue suit, white shirt, and tie stands against a plain neutral background, adjusting his suit jacket and looking to the side.
A collage of various printed materials including brochures and magazines, some featuring architectural designs, people in social settings, a dish with beef and vegetables, and floor plans.

Today, 25 Martin Place is the centrepiece of Sydney, where visitors embrace fashion, dining, business, and culture. From new luxury and premium brands on Castlereagh and King Streets to a collection of refined restaurants and bars bringing the outdoor plaza to life.

Black and white pens placed on a white surface, with a stack of white paper that has the words "Established 1978" and "Reimagined 2021," surrounded by several presentation folders in black, gray, and blue.
A white plate with slices of cooked meat, garnished with herbs, vegetables, and a dollop of sauce, presented on a white surface.
A white card placed on an olive-green textured fabric surface, with the text ‘Established 1978’ on the left and ‘Re-imagined 2021’ on the right.
Digital outdoor advertisement for 25 Martin Place featuring a fashion model in a black outfit, with text promoting luxury shopping in Sydney.
A woman in a beige blazer, white shirt, and white pants standing against a white background with a square outline around her. Text in the top left corner reads '25 MARTIN PLACE' and a small logo.
A large advertising billboard promoting a luxury lifestyle with phrases like 'Go on. Treat yourself.' and sections labeled 'Luxury,' 'Dine,' 'Culture,' and 'Indulge,' featuring images of a woman in a black gown, a plate of food, a dancer, macarons, and beverages.
A person with dreadlocks, glasses, and headphones around their neck is working out on a treadmill at the gym.
The image is completely black.
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