ICC Sydney is the centrepiece of a 1.3 billion dollar initiative to create an entertainment and business hub in the heart of Sydney revitalising the Darling Harbour precinct. It is Australia’s first fully integrated convention, exhibition and entertainment centre designed for hosting large events. It is composed of three purpose built structures; a convention centre, exhibition centre and entertainment theatre built across 20 hectares.
AEG Facilities (an acclaimed manager of convention centres and venues around the world) had won the contract for managing the new centre and a consortium had been assembled for construction. We were asked to create a brand identity that would put the centre on the map and build confidence with major event organisers and attendees to attract them to ICC Sydney.
Competition to host international events around the world is fierce with over 200 centres, either established or under construction vying for attention. Our goal was to highlight why ICC Sydney was the perfect host for these events, aligning the stakeholders with the vision and address the motivations and needs of key groups. The people of Sydney needed to know how an expensive new centre would benefit their city culturally and financially; international event organisers needed the reasons why they should use ICC Sydney; and attendees wanted to know why they should go to an event held in Sydney.
One of the biggest challenges is convincing event organisers the new centre had the capacity and experience to successfully host an international event. Our strategy revolved around the decades of world class experience earned by the award winning AEG Facilities team of managing world class convention centres and the experience they offer people when using their venues. This resulted in our strategy of “Experience World Class”.
It was important we avoided the generic marketing slogans and interchangeable graphics commonly used in this industry. We created a visual language connecting the architectural vision to the spirit and diversity of Sydney using three key colours; convention centre blue (for ocean), exhibition green (for bush) and theatrical red (for earth) within a ‘triangulated’ brand styling. It is an abstraction of the sparkling water of Sydney Harbour and the cultural diversity of the city and alludes to the genuine enthusiasm ICC Sydney have for solving problems and providing hospitality for people to meet, collaborate and be entertained.
ICC Sydney exceeded the targets set by the NSW Government. Our work across the entire brand, from graphics to way finding and communications helped them attract more than 1.3 million people to 755 events, creating 3,700 jobs and generating $785 million dollars of revenue.