Melbourne Skydeck unveils ‘Melbourne Upside Out’ brand platform

Melbourne Skydeck has unveiled a new brand platform developed by independent creative agency Town Square.

The platform, designed by illustrator Brolga, aims to reframe how people see and experience the city.

At the heart of the creative idea is a visual and conceptual inversion of Melbourne’s laneway culture.

“This work is a fun and playful visual metaphor for the way you interact with the city’s landmarks at Skydeck,” said Town Square ECD Brendan Day.

“From nearly 300 metres up, Melbourne becomes something you don’t just recognise, but actively play with visually. It’s a perspective you simply can’t get anywhere else.”

Melbourne Skydeck, the Southern Hemisphere’s highest observation deck and part of the Journey Beyond portfolio, offers 360-degree views.

‘Melbourne Upside Out’ reframes Skydeck as the place where sport, culture, events and everyday life can be appreciated all at once.

“Melbourne Skydeck is more than a great view. It’s an experience that brings together everything that makes Melbourne special, from sport and culture to daily life, all in one moment,” said Journey Beyond executive general manager, marketing, Justine Lally.

“This new positioning captures that sense of perspective and excitement, and helps all visitors, no matter where they are from, see the city in a new way.”

The new platform will roll out across print, digital, social and out-of-home.

Credits

Client: Journey Beyond
Executive General Manager, Marketing: Justine Lally
Group Manager, Marketing: Kirsty Gunn

Creative Agency: Town Square
Executive Creative Director: Brendan Day
Design Director: Luke Henley
Copywriter: Samuel Nicolaci
Art Director: Peter Crawford
Head of Production: Anna Morris
Production Assistant: Cameron Baker
Senior Account Director: Rochelle Vaisanen
Account Manager: Georgia Papamichael

Artist: Brolga
Artists' Agency: Jacky Winter

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