Western Sydney Lakes set for major transformation
Sydney’s newest waterfront precinct, Western Sydney Lakes, today launched its new brand strategy and identity, created in partnership with FutureBrand Australia.
Western Sydney Lakes will be a waterfront leisure, lifestyle, recreation and business destination spanning 2,000 hectares of lakes, wetlands and grasslands on the banks of the Nepean River at the foot of the Blue Mountains. Due to open in time for the opening of Western Sydney International Airport, the land is steeped in indigenous connection and colonial history, as well as being a quarry supporting Sydney’s housing and infrastructure projects for generations. The site has been transformed through the extensive work done on landscape regeneration, ecosystem rehabilitation and biodiversity rejuvenation.
Western Sydney Lakes appointed FutureBrand to create the brand strategy and identity to support them with realising their vision of creating a unique destination where people can thrive due to the restorative nature of the precinct.
Western Sydney Lakes is entering its next phase of renewal and will transform into a major tourism and recreation destination that will be locally loved. Working with FutureBrand has been an immersive experience, guided by their empathy and insight to create the place brand strategy and identity. Their approach has helped not only to establish the brand vision but also to foster an all-important sense of place at the heart of this unique environment.
Jacqueline Vozzo – CEO, Western Sydney Lakes
FutureBrand Australia’s brand identity for Western Sydney Lakes took inspiration from the site’s natural, abundant beauty and the imminent plans to make it into a destination unrivaled in Sydney, a place that would be different by nature. Earmarked as being a premier in-land waterfront precinct with a focus on business, entertainment and leisure, the visual identity balances all the elements that speak to the natural, urban and communal aspects of the site.
Getting to know the place and its possibilities for the people of Sydney has been eye-opening. It’s these new perspectives that have helped us develop a place brand for Western Sydney Lakes that matches its natural beauty and all the ways it will continue to grow and evolve. It’s an inspiring vision for an incredible place in the great outdoors that will connect more Sydneysiders with nature and one another.
Rich Curtis – CEO, FutureBrand Australia
The plans for Western Sydney Lakes have been lodged with the NSW Government and more details about the precinct will be revealed in time, along with a detailed visual ecosystem developed by FutureBrand.
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