At the intersection of Sydney’s most vibrant shopping, dining, and commercial precincts, 400 George Street is a humming, pulsing fusion of Sydney’s renewed dynamism. Previously known as Telstra’s headquarters, our strategic repositioning and rebranding of this CBD nexus celebrates today’s hybrid work lifestyle, where diverse city experiences connect seamlessly. Consistently active and at the crossroads of George, King, and Pitt St, 400 George bridges day and night as an engaging, dynamic hub that drives visitation to the office.

The brand narrative “Where Sydney Connects” captures the essence of vibrancy, with interlocking forms and dynamic colour gradients symbolising adaptability, movement, and energy. This harmonious blend redefines 400 George Street, where lifestyle, wellbeing, and workplace productivity converge. In collaboration with Brickfield’s Consulting, Hundredweight played a significant role in the research and strategy phases, developing the brand identity, photography, communications, and leasing campaign to realise this vision for Mirvac.