Burwood One
The Essence of Time
Transforming the location of Australia’s first K-Mart into a vibrant 24-hour precinct, through an identity centred on time and engagement.
Home of Australia’s first Kmart, Burwood One had an incredible vision to reimagine the centre into a 24-hour, always-on precinct. The task was to create a recognisable brand, originally defined by its lead tenant, into a mixed-use hub focused on lifestyle.
Simple in execution, the brand centres on a starburst derived from 8 pillars. Through this, we created a dynamic identity that changes with every minute of the day. The resulting clock metaphor reflects a burst of energy and a central meeting point. The framework provided a platform for vibrant activation and engagement—talking to the 24-hour nature of the precinct. Studio Payne developed an elevated colour palette and guidelines to allow the brand to evolve at the time, across the development period, and into the future vision.
Burwood One is increasingly recognised as a precinct—with retailers reflecting positive results. Further brand development and evolution are in process.
More Projects
Brand Identity, Typography
Selected Clients
Google
Nike
Woolworths
Macro
QV Melbourne
Burwood One
Mirvac
Westside India
Zudio India
Eva
Art of Soule
Play-ground Coffee
Total Fusion Platinum
Tourism Victoria
JCDecaux
Open House Melbourne
Linda Boronkay
Genius Childcare
Mayfield Childcare
The Next Step
Hale Gym & Spa
Accor Hotels
Little National Hotel
Osborn House
DOMA Hotels
Hotel Realm
Louis Restaurant
Med Restaurant
The Alby
Leyla Bar
The Motley Hotel
Evra Restaurant
Dexus
GPT
ISPT
Cbus Property
Charter Hall
Stockland
Colliers
Grollo Group
DOMA Group
Cavcorp
Hesperia
Amber Property Group
