MELBOURNE, AUSTRALIA – Melbourne Skydeck, the Southern Hemisphere’s highest observation deck and a flagship experiential attraction within the Journey Beyond portfolio, has unveiled a new strategic brand positioning and identity designed to reframe how people see and experience the city.
Created by independent agency Town Square, “Melbourne Upside Out” highlights Skydeck not simply as a place to view Melbourne, but as the only attraction that brings the full breadth of the city together from a single, elevated perspective nearly 300 metres above the ground.
Melbourne Skydeck offers breathtaking 360-degree views across the city skyline and beyond, alongside immersive experiences including The Edge, a glass cube that extends out from the building, Bar 88 for day-to-night drinks with a view, and the VR Theatre, which allows visitors to experience Melbourne from an entirely different angle.
Designed to attract locals and tourists alike, the new brand platform responds to a clear strategic challenge. While Melbourne is famous for its grit, laneways and street-level discoveries, Skydeck offers a perspective that sits quite literally above it all. Rather than competing with individual destinations, events or activities across the city, it reframes Skydeck as the place where Melbourne’s sport, culture, events and everyday life can be appreciated all at once.
At the heart of the creative idea is a visual and conceptual inversion of Melbourne’s laneway culture. “Melbourne Upside Out” flips the city on its head, transforming it into a visual playground that can be experienced from Skydeck. Brought to life by award-winning illustrator Brolga, the identity delivers a visceral, sensory-led proposition that captures the raw thrill of seeing the city from above.
Brendan Day, executive creative director at Town Square, said “This work is a fun and playful visual metaphor for the way you interact with the city’s landmarks at Skydeck. From nearly 300 metres up, Melbourne becomes something you don’t just recognise, but actively play with visually. It’s a perspective you simply can’t get anywhere else.”
Justine Lally, executive general manager, marketing at Journey Beyond, added “Melbourne Skydeck is more than a great view. It’s an experience that brings together everything that makes Melbourne special, from sport and culture to daily life, all in one moment. This new positioning captures that sense of perspective and excitement, and helps all visitors, no matter where they are from, see the city in a new way.”
The new platform will roll out across print, digital, social and out-of-home.
CREDITS
Client: Journey Beyond
Executive General Manager, Marketing: Justine Lally
Group Manager, Marketing: Kirsty Gunn
Creative Agency: Town Square
Executive Creative Director: Brendan Day
Design Director: Luke Henley
Copywriter: Samuel Nicolaci
Art Director: Peter Crawford
Head of Production: Anna Morris
Production Assistant: Cameron Baker
Senior Account Director: Rochelle Vaisanen
Account Manager: Georgia Papamichael
Artist: Brolga
Artists’ Agency: Jacky Winter
