Case Study: Sydney Opera House inspires broader audience engagement with Interbrand branding

Sydney Opera House wins Gold and Silver Lions in 2016 with Interbrand

The Sydney Opera House faced a challenge in attracting audiences by being perceived as offering only opera. To address this, the vendor Interbrand was engaged to help change these perceptions and align the brand with the building's vision.

Interbrand developed the brand idea "Shifting Perspectives" to inspire conversation about culture and art and demonstrate there was more to the venue than opera. The solution used a sculptural form language based on the building's original architectural principles, creating a flexible system across assets and communications. For its work, Interbrand won both a Gold Lion and a Silver Lion at the Cannes Lions 2016.

Sydney Opera House