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SXL

An established precinct in Melbourne, Southern Cross Lane (SXL) had little presence as a brand or destination. With several lease renewals approaching, it was the ideal opportunity to refresh the brand identity.

CLEAR THINKING AND AMBITION
SXL is a busy destination used primarily by workers for coffee, lunch and out-of-office meetings. Our ambition was to create a simple, bold destination identity that could easily flex across a wide variety of promotions and events.

SXL's bold and distinctive new brand identity

THE X FACTOR
We created a bold, confident logo based upon an ‘X’ – a universally recognised symbol for a destination – which comes alive as a dynamic graphic element to capture the spirit and vibrancy of the laneway. A bright contemporary colour palette, graphic imagery and strong typography complete the design toolkit.

The Distinctive 'X' graphic device in action with a burst of blue and green flowers, a key part of the SXL identity
Distinctive campaign asset for the SXL precinct identity

A BOLD, DISTINCTIVE IDENTITY
The simple graphic approach means communications can be visually dynamic yet easy to create. The bold graphic ‘X’ allows for flexibility of imagery, crucial for the range of events on the marketing calendar.

BRAND MANAGEMENT
We created a simple set of brand identity guidelines and master artworks to enable communications to be produced as easily and as cost-effective as possible.

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