The Point was developed as a new entertainment precinct within South.Point Tuggeranong, a two-storey regional shopping centre located in Greenway in the Australian Capital Territory that services the broader Tuggeranong district. In 2023, the project was initiated as part of a construction-led expansion to create a family-friendly entertainment area, requiring the creation of a distinct sub-brand that could live within the existing South.Point brand ecosystem while establishing its own identity.

The brief was to create the brand for The Point and roll it out across signage, advertising, and promotional material to support the launch of the new precinct. The work needed to communicate a welcoming, visually engaging destination for families while navigating a fixed project timeline and multiple stakeholder approvals. The identity was required to work across a wide range of formats, from large-scale signage through to advertising and digital promotion.

I worked as part of an agency-based marketing team, contributing to the development and rollout of the brand. My responsibilities focused on defining the overall look and feel of the identity, guiding the placement and treatment of signage, and providing general creative direction to ensure the brand was applied consistently and effectively across all touchpoints.

The approach focused on creating a dynamic yet contained visual system that balanced energy with structure. The identity combined fluid forms with boxed layouts, supported by considered iconography, colour combinations, and typographic choices. A system-led approach was used to ensure the brand could be applied efficiently across multiple formats, with clear guidelines supporting consistency throughout the rollout.

The brand was applied across a broad suite of assets, including print advertising, social promotion, bus ads, motion graphics, templates, and comprehensive brand guidelines. Print advertising played a key role in establishing the visual presence of The Point ahead of launch, supported by motion and digital assets that extended the identity across channels.

The precinct successfully launched, presenting as a visually cohesive and appealing destination for families. The clarity and consistency of the brand helped reinforce The Point as a defined entertainment area within South.Point, with positive feedback from stakeholders on both the creative direction and execution.

This project demonstrated the value of being involved from the earliest stages of a brand’s development, from naming and concept exploration through to final execution. Working with a high level of creative freedom within a collaborative team environment reinforced the importance of efficiency, system-based design, and clear creative direction when delivering complex, multi-format brand rollouts.