Tech Central
Exposing the beating heart of Sydney's innovation.
Innovative approaches and a pioneering spirit aren’t new to Sydney – its relative distance from the rest of the world has always necessitated a canny resourcefulness, and its unique connection to the Asia Pacific region has long provided a wealth of opportunity for the bold.
But when local tech unicorns like Canva and Atlassian started to mature into global industry titans, the New South Wales State Government, the Greater Sydney Commission, and a cooperative of tech and education partners recognised just how much there was to be gained from uniting and presenting central Sydney’s collective innovation offering on the world stage. In 2021, this culminated in the creation of Tech Central – a newly designated tech and innovation district in the heart of Australia’s largest city.
With lofty goals of attracting 25,000 students, supporting new scale-up companies, creating 25,000 innovation jobs, and facilitating the creation of 250,000 square meters of dedicated office space, and tasked with representing three world-class universities, a world-leading research hospital, over 100 research institutes and countless hungry start-ups, the new brand needed to have grounded style and ferocious energy – which we achieved by embracing its position in Sydney’s cultural centre.
Place Brand Brand Strategy Brand Identity Brand Voice Typeface Design Motion
Tech Central
Exposing the beating heart of Sydney's innovation.
Innovative approaches and a pioneering spirit aren’t new to Sydney – its relative distance from the rest of the world has always necessitated a canny resourcefulness, and its unique connection to the Asia Pacific region has long provided a wealth of opportunity for the bold.
But when local tech unicorns like Canva and Atlassian started to mature into global industry titans, the New South Wales State Government, the Greater Sydney Commission, and a cooperative of tech and education partners recognised just how much there was to be gained from uniting and presenting central Sydney’s collective innovation offering on the world stage. In 2021, this culminated in the creation of Tech Central – a newly designated tech and innovation district in the heart of Australia’s largest city.
With lofty goals of attracting 25,000 students, supporting new scale-up companies, creating 25,000 innovation jobs, and facilitating the creation of 250,000 square meters of dedicated office space, and tasked with representing three world-class universities, a world-leading research hospital, over 100 research institutes and countless hungry start-ups, the new brand needed to have grounded style and ferocious energy – which we achieved by embracing its position in Sydney’s cultural centre.
Place Brand Brand Strategy Brand Identity Brand Voice Typeface Design Motion
Tech Central
Exposing the beating heart of Sydney's innovation.
Innovative approaches and a pioneering spirit aren’t new to Sydney – its relative distance from the rest of the world has always necessitated a canny resourcefulness, and its unique connection to the Asia Pacific region has long provided a wealth of opportunity for the bold.
But when local tech unicorns like Canva and Atlassian started to mature into global industry titans, the New South Wales State Government, the Greater Sydney Commission, and a cooperative of tech and education partners recognised just how much there was to be gained from uniting and presenting central Sydney’s collective innovation offering on the world stage. In 2021, this culminated in the creation of Tech Central – a newly designated tech and innovation district in the heart of Australia’s largest city.
With lofty goals of attracting 25,000 students, supporting new scale-up companies, creating 25,000 innovation jobs, and facilitating the creation of 250,000 square meters of dedicated office space, and tasked with representing three world-class universities, a world-leading research hospital, over 100 research institutes and countless hungry start-ups, the new brand needed to have grounded style and ferocious energy – which we achieved by embracing its position in Sydney’s cultural centre.
Place Brand Brand Strategy Brand Identity Brand Voice Typeface Design Motion
One district, Six neighbourhoods
Part of the challenge of distilling the essence of the district was its immense diversity. Tech Central encompasses six distinct neighbourhoods – Surry Hills, Haymarket, Camperdown, Ultimo, South Eveleigh and Darlington North Eveleigh. The new brand had to synthesise each’s character and sense of place without losing what made each unique – as well as communicating and elevating the impressive activity happening within each, from fin-tech to deep-tech and e-Health.
One district, Six neighbourhoods
Part of the challenge of distilling the essence of the district was its immense diversity. Tech Central encompasses six distinct neighbourhoods – Surry Hills, Haymarket, Camperdown, Ultimo, South Eveleigh and Darlington North Eveleigh. The new brand had to synthesise each’s character and sense of place without losing what made each unique – as well as communicating and elevating the impressive activity happening within each, from fin-tech to deep-tech and e-Health.
One district, Six neighbourhoods
Part of the challenge of distilling the essence of the district was its immense diversity. Tech Central encompasses six distinct neighbourhoods – Surry Hills, Haymarket, Camperdown, Ultimo, South Eveleigh and Darlington North Eveleigh. The new brand had to synthesise each’s character and sense of place without losing what made each unique – as well as communicating and elevating the impressive activity happening within each, from fin-tech to deep-tech and e-Health.
Shaped by those it represents
Given the enormous amount and sheer breadth of activity going in the area, authentically representing it meant vast stakeholder engagement and collaboration – including with NSW Government (Greater Sydney Commission, Investment NSW, Transport, Sydney Local Health District) City of Sydney, Inner West Council, University of Sydney, University of Technology, TAFE, Atlassian, CSIRO, Cicada Innovations, Carriageworks, the Museum of Applied Arts and Sciences, and many local business leaders.
Shaped by those it represents
Given the enormous amount and sheer breadth of activity going in the area, authentically representing it meant vast stakeholder engagement and collaboration – including with NSW Government (Greater Sydney Commission, Investment NSW, Transport, Sydney Local Health District) City of Sydney, Inner West Council, University of Sydney, University of Technology, TAFE, Atlassian, CSIRO, Cicada Innovations, Carriageworks, the Museum of Applied Arts and Sciences, and many local business leaders.
Shaped by those it represents
Given the enormous amount and sheer breadth of activity going in the area, authentically representing it meant vast stakeholder engagement and collaboration – including with NSW Government (Greater Sydney Commission, Investment NSW, Transport, Sydney Local Health District) City of Sydney, Inner West Council, University of Sydney, University of Technology, TAFE, Atlassian, CSIRO, Cicada Innovations, Carriageworks, the Museum of Applied Arts and Sciences, and many local business leaders.
The urban type
Uniquely handcrafted for Tech Central, the bespoke, variable logotype is easily available for use by the precinct community – and it’s supported by the highly accessible Public Sans, an open-source Google font. The combination of both ensures legibility while still allowing for impact and recognition – and this range enabled us to use typography as a leading element of the brand.
The urban type
Uniquely handcrafted for Tech Central, the bespoke, variable logotype is easily available for use by the precinct community – and it’s supported by the highly accessible Public Sans, an open-source Google font. The combination of both ensures legibility while still allowing for impact and recognition – and this range enabled us to use typography as a leading element of the brand.
The urban type
Uniquely handcrafted for Tech Central, the bespoke, variable logotype is easily available for use by the precinct community – and it’s supported by the highly accessible Public Sans, an open-source Google font. The combination of both ensures legibility while still allowing for impact and recognition – and this range enabled us to use typography as a leading element of the brand.
Tech at the speed of culture
We needed to reflect the diverse communities with deep historical routes, we needed to present an attractive potential home for future industries and we needed to justify interest in international investment. That’s a lot of thematic ground to cover – thankfully, we were able to construct the identity with that much flex (and more) by embracing the deeply, unapologetically urban collision of people, place, culture and innovation. The city life represented through type and language is designed to capture the mood, sounds, and senses of those urban moments taking place within Tech Central – and because Tech Central (uniquely for a tech precinct) is right in Sydney’s cultural heart, it’s all true-to-place in its depictions of an innovation precinct with an energy unlike any other. Visually, it’s designed to feel like a city in constant flow and action – and the language structures used allow for genuine stories of success and progress from the area to become vital through lines to follow through the brand executions.
Tech at the speed of culture
We needed to reflect the diverse communities with deep historical routes, we needed to present an attractive potential home for future industries and we needed to justify interest in international investment. That’s a lot of thematic ground to cover – thankfully, we were able to construct the identity with that much flex (and more) by embracing the deeply, unapologetically urban collision of people, place, culture and innovation. The city life represented through type and language is designed to capture the mood, sounds, and senses of those urban moments taking place within Tech Central – and because Tech Central (uniquely for a tech precinct) is right in Sydney’s cultural heart, it’s all true-to-place in its depictions of an innovation precinct with an energy unlike any other. Visually, it’s designed to feel like a city in constant flow and action – and the language structures used allow for genuine stories of success and progress from the area to become vital through lines to follow through the brand executions.
Tech at the speed of culture
We needed to reflect the diverse communities with deep historical routes, we needed to present an attractive potential home for future industries and we needed to justify interest in international investment. That’s a lot of thematic ground to cover – thankfully, we were able to construct the identity with that much flex (and more) by embracing the deeply, unapologetically urban collision of people, place, culture and innovation. The city life represented through type and language is designed to capture the mood, sounds, and senses of those urban moments taking place within Tech Central – and because Tech Central (uniquely for a tech precinct) is right in Sydney’s cultural heart, it’s all true-to-place in its depictions of an innovation precinct with an energy unlike any other. Visually, it’s designed to feel like a city in constant flow and action – and the language structures used allow for genuine stories of success and progress from the area to become vital through lines to follow through the brand executions.
A layered tapestry of place
All elements of the visual identity progressive layer on top of each other to create a rich tapestry – with photography featuring diversity of people, industries, lifestyles and location; typographic expressions of the city moments bursting through; an approach to motion graphics evoking a city in constant, flowing motion; and a palette that crackles with undeniable energy. Helping to blur the lines and integrate the brand into the community is its partnership and collaboration model, which accommodates the ecosystem of brands and organisations that already exist within the precinct – including the University of Sydney, University of Technology Sydney, the Royal Prince Alfred Hospital, Canva, Atlassian, Cicada and Airtree. The model allows each of these organisations to be clearly represented while also contributing their own presence and momentum to Tech Central as a whole. In fact, it’s a microcosm of the entire project – combining the energy and success of every member of the precinct community, to collectively push Tech Central (and Australia’s contributions to innovation on the world stage) forward.
A layered tapestry of place
All elements of the visual identity progressive layer on top of each other to create a rich tapestry – with photography featuring diversity of people, industries, lifestyles and location; typographic expressions of the city moments bursting through; an approach to motion graphics evoking a city in constant, flowing motion; and a palette that crackles with undeniable energy. Helping to blur the lines and integrate the brand into the community is its partnership and collaboration model, which accommodates the ecosystem of brands and organisations that already exist within the precinct – including the University of Sydney, University of Technology Sydney, the Royal Prince Alfred Hospital, Canva, Atlassian, Cicada and Airtree. The model allows each of these organisations to be clearly represented while also contributing their own presence and momentum to Tech Central as a whole. In fact, it’s a microcosm of the entire project – combining the energy and success of every member of the precinct community, to collectively push Tech Central (and Australia’s contributions to innovation on the world stage) forward.
A layered tapestry of place
All elements of the visual identity progressive layer on top of each other to create a rich tapestry – with photography featuring diversity of people, industries, lifestyles and location; typographic expressions of the city moments bursting through; an approach to motion graphics evoking a city in constant, flowing motion; and a palette that crackles with undeniable energy. Helping to blur the lines and integrate the brand into the community is its partnership and collaboration model, which accommodates the ecosystem of brands and organisations that already exist within the precinct – including the University of Sydney, University of Technology Sydney, the Royal Prince Alfred Hospital, Canva, Atlassian, Cicada and Airtree. The model allows each of these organisations to be clearly represented while also contributing their own presence and momentum to Tech Central as a whole. In fact, it’s a microcosm of the entire project – combining the energy and success of every member of the precinct community, to collectively push Tech Central (and Australia’s contributions to innovation on the world stage) forward.
Credits
Recognition
A big thank you to the entire Tech Central team. The district is the backyard our Sydney team, but exploring it with you meant getting to see it with fresh eyes.
We've never been prouder of our fellow Sydneysiders — and we're grateful to have had the opportunity to shout out loud about so much local greatness that otherwise happens behind closed doors.
Strategy
Damian Borchok, Sammy Page
Storytelling
Mat Groom, Daniel St. Vincent
Design
Jason Little, Alexis Waller, Mac Archibald, Kimberly Luo, Atsaya Gabiryalpillai, Georgia Urie, Dash O'Brien, Dean Hastie, Lucy Chambers, Emma Turney
Account
Alice Keeblte
Typeface Design
Tech Central – Mathieu Reguer
Awards
AGDA Awards
Distinction – Brand Identity (Logos)
Merit – Design Crafts (Typography for Design)
Merit – Design Crafts (Typefaces)
Best Design Awards
Silver – Large Brand Identity
Transform Awards
ANZ
Gold– Public SectorFeatured
Brand New
Credits
Recognition
A big thank you to the entire Tech Central team. The district is the backyard our Sydney team, but exploring it with you meant getting to see it with fresh eyes.
We've never been prouder of our fellow Sydneysiders — and we're grateful to have had the opportunity to shout out loud about so much local greatness that otherwise happens behind closed doors.
Strategy
Damian Borchok, Sammy Page
Storytelling
Mat Groom, Daniel St. Vincent
Design
Jason Little, Alexis Waller, Mac Archibald, Kimberly Luo, Atsaya Gabiryalpillai, Georgia Urie, Dash O'Brien, Dean Hastie, Lucy Chambers, Emma Turney
Account
Alice Keeblte
Typeface Design
Tech Central – Mathieu Reguer
Awards
AGDA Awards
Distinction – Brand Identity (Logos)
Merit – Design Crafts (Typography for Design)
Merit – Design Crafts (Typefaces)
Best Design Awards
Silver – Large Brand Identity
Transform Awards
ANZ
Gold– Public SectorFeatured
Brand New
A big thank you to the entire Tech Central team. The district is the backyard our Sydney team, but exploring it with you meant getting to see it with fresh eyes.
We've never been prouder of our fellow Sydneysiders — and we're grateful to have had the opportunity to shout out loud about so much local greatness that otherwise happens behind closed doors.
Strategy
Damian Borchok, Sammy Page
Storytelling
Mat Groom, Daniel St. Vincent
Design
Jason Little, Alexis Waller, Mac Archibald, Kimberly Luo, Atsaya Gabiryalpillai, Georgia Urie, Dash O'Brien, Dean Hastie, Lucy Chambers, Emma Turney
Account
Alice Keeblte
Typeface Design
Tech Central – Mathieu Reguer
Recognition
Awards
AGDA Awards
Distinction – Brand Identity (Logos)
Merit – Design Crafts (Typography for Design)
Merit – Design Crafts (Typefaces)
Best Design Awards
Silver – Large Brand Identity
Transform Awards
ANZ
Gold– Public SectorFeatured
Brand New
Acknowledgement of Country
The For The People team are spread across the world – but the majority of us currently live on the land known most commonly today as “Australia”. This land has been home to designers, artists, storytellers and planners for tens-of-thousands of years – so our time contributing to these crafts constitutes only a near-infinitesimally small fraction of that history. It’s with profound admiration and deep respect, then, that we acknowledge Aboriginal and Torres Strait Islander peoples as the First Peoples of this country and extend that respect to Elders past and present. They shaped (and continue to shape) the history of this land, they cared for (and continue to care for) its natural environment, and they never ceded its sovereignty. It always was, and always will be, Aboriginal land.
Acknowledgement of Diversity
All fields are improved by diversity – but that's especially true for creativity. We welcome everyone – the neurodiverse, members of the LGBTQI+ community, all (legal working) ages, all ethnicities, all genders, parents, those from unconvential educational backgrounds, people with disability – because we believe both our work and our workplace are improved by diversity of thought and perspective, which can only truly come from diversity of culture and experience. Having said that, we also know we can't simply reap the benefits of diversity without reckoning with the inequities so often suffered by less represented communities. We work to be mindful of our biases, to incorporate proactive representation into our processes, and elevate marginalised voices in our work. It's a forever-ongoing–and–improving process – but it's non-negotiable when you're building an agency that's For The People.
Designed and built by For the People ©2025
Acknowledgement of Country
The For The People team are spread across the world – but the majority of us currently live on the land known most commonly today as “Australia”. This land has been home to designers, artists, storytellers and planners for tens-of-thousands of years – so our time contributing to these crafts constitutes only a near-infinitesimally small fraction of that history. It’s with profound admiration and deep respect, then, that we acknowledge Aboriginal and Torres Strait Islander peoples as the First Peoples of this country and extend that respect to Elders past and present. They shaped (and continue to shape) the history of this land, they cared for (and continue to care for) its natural environment, and they never ceded its sovereignty. It always was, and always will be, Aboriginal land.
Acknowledgement of Diversity
All fields are improved by diversity – but that's especially true for creativity. We welcome everyone – the neurodiverse, members of the LGBTQI+ community, all (legal working) ages, all ethnicities, all genders, parents, those from unconvential educational backgrounds, people with disability – because we believe both our work and our workplace are improved by diversity of thought and perspective, which can only truly come from diversity of culture and experience. Having said that, we also know we can't simply reap the benefits of diversity without reckoning with the inequities so often suffered by less represented communities. We work to be mindful of our biases, to incorporate proactive representation into our processes, and elevate marginalised voices in our work. It's a forever-ongoing–and–improving process – but it's non-negotiable when you're building an agency that's For The People.
Designed and built by For the People ©2025
Acknowledgement of Country
The For The People team are spread across the world – but the majority of us currently live on the land known most commonly today as “Australia”. This land has been home to designers, artists, storytellers and planners for tens-of-thousands of years – so our time contributing to these crafts constitutes only a near-infinitesimally small fraction of that history. It’s with profound admiration and deep respect, then, that we acknowledge Aboriginal and Torres Strait Islander peoples as the First Peoples of this country and extend that respect to Elders past and present. They shaped (and continue to shape) the history of this land, they cared for (and continue to care for) its natural environment, and they never ceded its sovereignty. It always was, and always will be, Aboriginal land.
Acknowledgement of Diversity