‘X marks the spot’ in Houston Group’s new brand identity project for Lendlease

Creative and strategic brand agency, Houston Group, has helped Lendlease roll out a new brand identity for the precinct above the newly-launched Victoria Cross Metro Station, complete with a new campaign.

The ‘X marks the spot’ campaign spins the ‘Cross’ of Victoria Cross into a somewhat mysterious ‘X’ symbol, intended to inspire curiosity amongst the public and encourage them to visit the new “dynamic, energetic and inviting destination” that the metro station has made the precinct. The symbol was also designed to be a “versatile frame” for showcasing photography and content”.

In addition to that, the Vic X brand identity supports a new, striking colour palette.