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Made by many hands

The Rocks
Nestled in the heart of Sydney is The Rocks – Australia’s oldest town.

Known for its heritage buildings and small, cobbled laneways, it’s where European settlers first arrived in 1788. But although the area is a hub for skillful artisans and craftsmen, it has garnered an unfair reputation as something of a tourist trap. We needed to bring back the romance of The Rocks, in a way that would appeal to and unite visitors and locals alike.

We settled on the brand idea of Made By Many Hands – a celebration of the precinct’s past and present. Held together by a bolt-inspired logo, the brand’s colour palette, textures, signage and photography speak to the area’s expert artisans, while romantic and poetic language brings the stories of The Rocks to life.

"The new brand fundamentally helped to dramatise the quintessential quality and rich character that is inherent in the Rocks." - Julian Boram, Director of Marketing and Partnerships
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