The Committee for Sydney partnered with CRE8IVE to rebrand the Sydney Awards, creating a bold new identity to raise its standing and awareness amongst Sydneysiders.
The Sydney Awards – run by the Committee for Sydney – celebrate the people and projects shaping one of the world’s most progressive cities. But the existing awards identity, embedded within the Committee’s master brand, limited recognition beyond its stakeholder base. To grow the awards’ influence across greater Sydney, they needed a standalone identity that could connect with the broader public, attract new sponsors, and elevate their presence in Sydney’s cultural and civic landscape.
We set out to create a sub-brand that could stand independently while maintaining a clear visual and strategic link to the Committee for Sydney. The new identity needed to embody the spirit of Sydney – ambitious, diverse, and forward-thinking – while reinforcing the Committee’s role as the organiser and amplifier behind the awards.
We built on the Committee’s brand DNA – retaining core elements like typefaces and the iconic Waratah Red – then expanded the palette with hues drawn from Sydney’s natural landscape. New themes of connection, progress, impact and amplification were brought to life through layered graphic motifs and a flexible visual system. The result: a brand that feels both grounded and energised, speaking to civic leaders and Sydneysiders alike.
The revitalised Sydney Awards brand has sharpened the event’s presence and broadened its appeal. It’s increased public awareness, strengthened sponsor engagement, and positioned the awards as a modern, city-wide celebration of excellence.
