Brand strategy, precinct naming and design for Bunjil Place – a new cultural and civic precinct currently under construction in the City of Casey. With a budget of $125 million, Bunjil Place is one of the largest projects to be undertaken by local government in Australia. Incorporating a state-of-the-art theatre, art gallery, performance space, library, civic centre, council offices and community plaza, Bunjil Place will be the only facility of its kind, serving a regional community of more than one million people who currently lack access to arts and cultural facilities.
Studio Binocular worked with the City of Casey on this project from its inception, including involvement in Council’s extensive community consultation. We ran brand workshops with key stakeholders to better understand the ambitions for the project and the findings from these activities informed the comprehensive brand strategy. We also sat on the advisory panel which reviewed the host of potential names generated by the community naming competition and provided strategic advice for the naming of the precinct. The name Bunjil Place draws on Casey’s Aboriginal heritage, with the word ‘bunjil’ meaning ‘the eagle’ which is the creator and spiritual leader of the people of the Boon Wurrung traditional owners of the land.
From the outset, the City of Casey’s vision has always been clear; Bunjil Place was to be ‘An inviting central heart for the community that celebrates participation, belonging and civic pride’.
This vision was integral to the brand that Studio Binocular developed – the wordmark is contemporary and dynamic, incorporating linework which comes together in a meeting place, and a range of coloured shapes to represent diversity. The geometric shape motif was further developed throughout the visual language, forming everything from subtle background textures, to an ownable treatment for project imagery.