The New Sydney Waterfront Company is a collaboration between business, government and community. Its mission is to revitalise and celebrate Sydney’s Western Harbour Precinct, through activations like Sydney Waterfront Whale Tales. Funded by the NSW Government, the project brings together a connected trail of 30 whale tail sculptures. Each of them uniquely painted by a local artist each featuring a story celebrating Sydney.

Sydney Waterfront Whale Tales brings together a rich tapestry of Sydney stories and the unmistakable shape of a whale’s fins—resulting in a creative platform that spotlights tales and tails alike.

We gave this celebration of storytelling through art a bold and exciting brand to match. The elements speak to the idea of stories and the whales themselves. And it comes to life through a refined yet lively logo that reflects both. Of course, it was important to hero the artists involved in the activation, too—and their creativity is proudly on display throughout.