The client’s previous logo was basically a silhouette of a person wrapped in the Union Jack flag. The new identity borrows the person from the previous design and uses its shape as a window through which to view different properties.

FutureBrand’s new identity for Western Sydney Lakes, a Sydney waterfront development, has a relaxed, open, 1980s vibe. Its seemingly odd kerning may have inspired by the organic beauty of the area. The irregularity gives the design personality and memorability.