Nestled in the heart of Sydney is The Rocks – Australia’s oldest town.
Known for its heritage buildings and small, cobbled laneways, it’s where European settlers first arrived in 1788. But although the area is a hub for skillful artisans and craftsmen, it has garnered an unfair reputation as something of a tourist trap. We needed to bring back the romance of The Rocks, in a way that would appeal to and unite visitors and locals alike.
We settled on the brand idea of Made By Many Hands – a celebration of the precinct’s past and present. Held together by a bolt-inspired logo, the brand’s colour palette, textures, signage and photography speak to the area’s expert artisans, while romantic and poetic language brings the stories of The Rocks to life.
