Shifting Perspectives – a brand idea that reflects that belief that art, ideas and imagination hold the power to transform not only individuals, but entire nations.

We were built to see things from different perspectives. As you move around the building, contours and colours shift on the sails, while mindsets are shifted within.

A place where you can take in a spectacular horizon, then broaden yours. Where challenge isn’t a dirty word, and questions are more interesting than answers. Where it doesn’t matter what your opinion is, just that you have one.

We’re open to new ideas, new people, and new experiences. To daydreamers and free thinkers. To old friends, fresh faces, and those who find comfort in the unknown.

So if you see things differently. If you’re willing to consider more than one point of view, to who you can become; we’re open to you.

At the heart of Shifting Perspectives is a sculptural form language.

We created a sculptural typeface that reflects the contours of the building itself. Designed in an engineering program by acclaimed Swiss typographer Laurenz Brunner, it has the structural integrity necessary to be rebuilt in real life. What’s more, it comes with a custom-made InDesign script that makes it easy for Sydney Opera House partners to create sculptural type, too.

Striking, intriguing and instantly recognisable, it complements the content of any performance or show, before bringing the attention back to the master brand. In other words? The Sydney Opera House has found its voice.

The brand has only just launched, so it is too early to see any quantifiable results, however the qualitative feedback from clients, visitors and media have been very positive.