Art-Work was engaged to bring a refresh take on the brand and identity for Southport based Precinct, Queen Street Village.

With minimal assets from past branding, Art-Work looked to rebrand the Southport Precinct and elevate its wide variety of services and entertainment offered under the one roof.  Art-Work was given the creative freedom to rebuild a classic and professional brand that continues the welcoming warmth and spirit of the local community.

At the heart of the rebrand was our response to the tagline, “The Village Heart of Southport” - a nod to Queen Street Village’s role as a local hub. More than just a shopping precinct, the precinct is a place where locals come together: for everyday essentials, medical visits, family meals, entertainment and meaningful connection. This sense of belonging shaped the tone of the voice, colour palette, illustrations and visual identity that now defines the space's unique personalities. The visual language embraces illustrative collage as a key motif.  Layering vintage photography and archival imagery of Southport’s past into playful, surreal compositions that appear across posters, animations and digital campaigns. 

Central to this rebranding exercise was the reimagining of the precinct's wayfinding system.  Art-Work consulted and reinterpreted existing architectural infrastructure to implement the bold, colour-coded pillar signage.  Directional signage needed to be clear and unobtrusive across existing bulkheads and underground car parking.  Throughout the precinct, hand-painted murals and unique signage displays offer strong function and ease for the community to find their own paths. 

Most importantly, rebranding Queens Street Village has been an important step to reinterpret space and revitalize its importance for the local community.  By blending historical references with a contemporary voice, we helped Queen Street Village find a new identity - not just as a commercial centre, but as a living, evolving landmark in the heart of Southport.