Creative direction and identity design for Parramatta Phive centred on the development of a dynamic brand system, designed to operate across a broad spectrum of services, experiences and public engagement. Similar to the identity frameworks used by museums, city centres and community hubs, the system was built for flexibility, allowing the brand to shift and adapt across context while maintaining a strong central identity.

Anchored by a permanent typographic structure and the holding shape of the ‘5’, referencing the address of the iconic cultural building, the direction balanced contemporary design with accessibility, clarity and authority, resulting in a future facing visual language designed to evolve alongside the organisation and the people it serves.

The Phive buidling is designed by award-winning French architect Manuelle Gautrand, in partnership with Australian architecture firms Lacoste + Stevenson and DesignInc.