Stretching from the Harbour Bridge to the Sydney Opera House, Circular Quay sits at the edge of one of the world’s most iconic harbours. Both tourist destination and a bustling transport hub, over the decades it has become cluttered with a jumble of signs, advertisements and kiosks – all vying for attention. Sydney Harbour Foreshore Authority (SHFA) realised Circular Quay needed a wayfinding strategy that lives up to its iconic location. It partnered with BrandCulture, and together we set out to create a comprehensive wayfinding guideline for Australia’s gateway to the world.
There are hundreds of different retailers and stakeholders operating in Circular Quay, each with their own signage solutions – few of which speak to each other. SHFA asked BrandCulture to devise a precinct-wide strategy for wayfinding and advertising. Our strategy needed to reconnect Circular Quay with the city, de-clutter the environment, improve accessibility and create a visitor experience worthy of one of the world’s most beautiful harbours.
Circular Quay welcomes eight million visitors annually to the Sydney Opera House alone. Its ferry wharves, train station and bus stops service tourists, professionals, young and old, locals and non-English speakers alike. During major events, such as Sydney’s New Year’s Eve fireworks, the area gets very congested, while the Cahill Expressway forms a barrier between the Quay and the city. To overcome these challenges, we conducted countless site audits, observing where people stop to enjoy the view, where they’re heading, and what’s not working. We also hosted dozens of workshops to understand the needs of every stakeholder, getting everyone to agree on the merits of co-ordinating signage across Circular Quay in future.
A BLUEPRINT FOR THE FUTURE
The Circular Quay Wayfinding, Signage and Advertising Guidelines provide a blueprint for utilising world-class wayfinding design. Circular Quay is in the midst of an exciting – and we’re delighted that BrandCulture has helped to shape its vision for the future. Our guidelines will inform how people find their way around the area for years to come.
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