From heritage to innovative – our brand for 33 Alfred Street strategically repositions Sydney’s first freestanding skyscraper, previously known as the AMP Building, as a future-fit workplace for the high-performing business of today. Taking centre stage within Circular Quay for 60 years, the final element of Quay Quarter is undergoing an extensive transformation with our design and marketing campaign defining the next chapter in the remarkable story of this modernist icon.

To complement this extensive redevelopment, Hundredweight created the 33 Alfred Street brand identity, brand architecture, communications, website, tenant gifting and leasing campaign for AMP Capital and Dexus.