Bunjil Place
Branding a multi-award winning arts and cultural precinct
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Precinct naming
Brand strategy
Visual language
Brand guidelines
Event activations
Uniforms & livery
Precinct naming
Brand strategy
Visual language
Brand guidelines
Event activations
Uniforms & livery
Consultation, place-making, strategy and brand development for Bunjil Place – the City of Casey’s $125 million cultural and civic precinct in Melbourne’s south east. The largest project ever undertaken by a Victorian council, Bunjil Place includes a state-of-the-art theatre, gallery, studio, library, function centre and meeting rooms, community plaza, cafe and customer service centre. It serves a regional community of more than one million people who previously lacked access to arts and cultural facilities.
Bunjil Place
Theatre + Art Gallery + Library + Civic Centre + Community Plaza + Function Centre + Studio Space + Cafe + Customer Service Centre
Bunjil Place welcomed 1.3 million visitors in its first year, and is now a major attraction in the region.
The success of the project is testimony to our great working relationship with Council and ability to collaborate across multiple departments and all levels of the organisation to deliver on a clear and bold project vision to be: ‘An inviting central heart for the community that celebrates participation, belonging and civic pride’. This vision was integral to the brand that we developed – incorporating linework which comes together in a diverse meeting place.
Bunjil Place is an excellent example of how a well-designed brand can integrate with a ground breaking architectural facility to successfully engage with the community – working hand-in-hand to deliver a world-class experience.
Studio Binocular is proud to have 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.
We continue to be involved in evolving the brand, through the ongoing activation of Bunjil Place and their extensive events programming.
