X marks the spot for Southern Cross Lane

Repositioned an established Melbourne precinct as a destination brand

Created a brand identity that captured the energy and diversity of the laneway

Future proofed the brand against increased competition in the area

Owned by property group Brookfield, Southern Cross Lane (SXL) – an established Melbourne precinct – needed a new identity to attract tenants and stand out against increased competition.

Located just off the city centre, SXL is a busy thoroughfare used primarily by local workers for coffee, lunch and out-of-office meetings.

Our ambition was to create a simple, bold destination identity that could easily flex across promotions and events and capture the energy and diversity of the laneway.By combining its location and name we developed the idea of ‘X marks the spot’. This idea was the springboard for an exciting identity that builds on the uniqueness of the precinct as the ‘go-to’ location for locals.

Left: Chinese New Year social post with a lion dancer. Right: Spring Sweets banner hanging in the laneway.
Chinese New Year Noodle Fest flyer
Left: Noodle Market lantern hanging in the laneway. Right: Woman eating noodles out of a takeaway container
Selection of pages from the Southern Cross Lane brand book

Explore your best next.

To discuss how we can help you with your brand ambitions and challenges, please get in touch with our founder, Rachel Miles.