Differentiation. Stand apart

MELBOURNE SKYDECK

Following a multi-million-dollar redevelopment, Melbourne Skydeck needed a refreshed brand identity to reflect its expanded attractions, including VR experiences, a 3D city model, and upgraded hospitality. The revitalised identity uses a dynamic triangular symbol and subbrands to convey a modern, tech-driven, and inviting experience that excites both locals and tourists.

Tourism

STRATEGY
IDENTITY
SIGNAGE
PLACEMAKING

IMPACT

No.1

Highest public observation deck in the Southern hemisphere

6M

Visitors since opening 

STRATEGY
Create a premium identity to lead the brand confidently over decades. Strategic advantage lies in the beauty of precise detail. Emotional connection drives lasting memory; when people feel awe and thrill, the experience becomes personal, shareable, and culturally significant.

SOLUTION
Immersive visuals, glass floors, panoramic views, digital storytelling, and consistent messaging create an identity that embodies adventure, discovery, and city pride.

VALUE
SkyDeck transforms visits into memorable emotional experiences, strengthening brand loyalty, social advocacy, and recognition as Melbourne’s premier observation destination.

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RIALTO

CROWN RESORTS