Determine the ideal location, size and viewing arrangement of branding on the skyline.

A comprehensive strategic analysis

Sky signs provide unique opportunities for brands to draw attention to themselves in the most prominent positions on a city’s skyline. A comprehensive report will highlight the close and long range visibility of a logo, the best placement on a building or structure and how that logo looks during both day and night. This viewing distance analysis will ensure that the branding opportunity is maximised and that the end result is as iconic and eye-catching as it can possibly be.

Whether or not the building exists or is in construction can alter the process and approach. We work closely with our clients to fully understand the environment and / or planned development. We create a 3D mapping of unconstructed precincts and surrounding areas to fully inform the ultimate outcome once complete. We identify which of the elevations, on project completion, are suitable for the application of sky signage.

We provide advice on illumination options to ensure optimum lines of sight throughout the skyline and viewing positions. We liaise with councils to fully understand town planning restrictions and permits. We ensure that the report is an actionable and achievable plan for the design and implementation of high-level sky signage.

Collins Square

The $2billion multi-use development, Collins Square, was made up of five commercial towers. This premier address had elevations visible to Southbank Boulevard to the east, and the Bolte Bridge to the west, presenting a significant branding opportunity.

Diadem was engaged to provide a viewing distance analysis of the five towers, four of which didn’t exist and the other which was part way through construction. Our design team worked with the Walker Corporation to develop a 3D model of the planned development and its surrounding area. Providing a report on the 20 elevations and suitability for sky signs in context with the surrounding areas, viewing locations, corridors and obstructions.

We also liaised with council to fully grasp the town planning restrictions, ensuring the report provided was actionable and achievable. The viewing distance analysis provided the leasing team with vital knowledge and confidence in their negotiations with future tenants.

The 5 Ps – Proper Planning Prevents Poor Performance

A viewing distance analysis provides the following critical information that should be assessed prior to developing or implementing any sky signage solution:

  • Viewing locations
  • Signage locations
  • Viewing corridors and distances
  • Sign legibility and visibility
  • Day time and night time contrast and clarity
  • Clear space issues
  • Potential modifications to the brand mark
  • Illumination and animation options
  • Authority compliance
  • Project benchmarking
  • Access and planning issues
  • Stakeholder and management sign-offs
  • Budgets and program
Actionable and achievable information to plan the implementation of sky signage and negotiate with tenants.

Having a knowledgeable, independent advocate on the project will enable the design to be aligned with the project objectives. The end result is building signage that is fully considered, in harmony with the building aesthetics, on brand and provides strong brand recognition.


With this information at hand, tenancy teams can utilise this data when speaking with prospective key tenants, ensuring they’re confident with their value proposition to their prospects and clients, while being transparent with their information.

The best plan is one that holds no surprises. Enlist the help of a subject matter expert to help with the strategy and insight required to make the most of your sky sign.

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