Most branding projects start with a moodboard. This one started with the architecture itself.

Following the transformation of the heritage-listed 45 Jones St building in Ultimo, the brief wasn't to invent something new. It was to look closer at what was already there. Bold geometry, curved archways, the quiet tension between heritage and contemporary design. I've always believed the best identities don't arrive fully formed from a blank page. They're already hiding somewhere in the brand, waiting to be found. This one was hiding in the walls.

Those architectural details became the foundation of a flexible visual system, creating consistency, structure and sophistication across every touchpoint without ever feeling forced. When the visual language comes from the space itself, it just fits.

A refined digital experience brought it all together online, positioning 45 Jones St as a modern workplace destination with genuine personality and something rarer still: timeless appeal.


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