Diadem’s signage for Amazon’s new Melbourne CBD tower building delivered functionality and flexibility as well as an impressive new brand presence.
Client |
Amazon |
Buildcorp |
|
JLL Australia |
|
Traditional Custodians |
Wurundjeri Woiwurrung People |
As project managers for Amazon’s office project, JLL needed a sky signage consultant to take the lead and ensure the outcome for Amazon’s first APAC sky sign was successful, on brand and clearly visible across Melbourne’s CBD.
Diadem went above and beyond, working alongside Buildcorp in the construction phase to implement a flexible signage solution that allows Amazon to control the lighting colour against the night sky.
Amazon wanted to use the sky signs to communicate its support for various activities and causes beyond its own brand. Diadem developed a lighting system that would achieve this by adding flexibility to the ‘smile’ element of the logo.
Diadem’s approach also ensures maximum visibility throughout the day, when it is orange, and by night, when it can change colour. An LED RGB lighting system and user-friendly platform were developed to allow easy management of the sky sign’s colours.
Amazon’s signage rights allowed for three locations on the tower. Diadem’s Visual Distance Analysis identified the east, north and west sides as the best locations for maximum visibility. As the council only approved signage on two sides, this analysis allowed for an easy choice as to which elevations to choose.
Coordinating installation and completing the base building works ensured the brand was up as early as possible for maximum exposure. This involved significant traffic and pedestrian management at the CBD’s busy intersection of King and Collins Streets, a regular component of Diadem’s sky sign projects in major cities.
