This brand direction was presented whilst at Metropolis agency as part of the $750 million East End Newcastle redevelopment project.

The creative focussed on celebrating important icons of Newcastle. A proud coastal town with a rich and diverse history, Newcastle is significant in its past and the East End is proposed as developing an icon for its future. 

Whether celebrating landmarks, street corners or local heroes, the concept highlighted their value as part of the rich tapestry which makes the East End, and Newcastle, so iconic.

Design and art direction.