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brand awareness

UniSuper engaged Diadem to ensure new sky signage from the top of its CBD tower would be seen clearly by more people around Melbourne.

Diadem provided an end-to-end service, from viewing distance analysis to the design and delivery of illuminated signage more than 26 metres wide and 4 metres high.



Traditional Custodians

Wurundjeri Woiwurrung People

Marketing on
a new level

UniSuper was traditionally known as a successful superannuation fund for people working in the higher education sector. More recently, the fund has broadened its customer base to include services for all Australians. As a result, brand exposure is more important than ever.

What better channel to achieve this than from the top of a prominent CBD tower? UniSuper engaged Diadem to provide a turn-key sky sign design and implementation solution for their tenancy at 385 Bourke Street in Melbourne’s CBD, one of the most visible buildings on the city skyline.


Interestingly, the building UniSuper occupies is one of only three in Melbourne positioned on a 45-degree angle to the CBD’s street grid.

By completing its signature Viewing Distance Analysis, Diadem ascertained that the northeast and southwest elevations provided the best sightlines. From these angles, the new signage would be visible from high-profile venues such as Federation Square, the MCG, AAMI Stadium and Parliament House.


The sky sign needed to be legible (day and night) and bright to maximise the viewing opportunity, but ultimately, it needed to remain on-brand. Drawing on Diadem’s technical knowledge, an open-face solution was developed to provide blue during daylight with white illumination for more crispness and legibility at night.

Diadem also advised using open-faced exposed LEDs, having implemented this technology successfully in Asia on previous projects. The UniSuper sky sign marked its first use in Australia. This enhances clarity, sharpness, distance visibility and brightness. It is also a highly sustainable method of illumination with lower ongoing maintenance costs.

A large-scale

The completed signage measures an impressive 26.4 metres wide and 4.5 metres high, delivering long-range visibility and significant brand presence around inner Melbourne.

UniSuper was fully immersed in the collaborative process with Diadem, attending several prototype and product testing sessions.

From concept design and design development to prototyping, construction, documentation, engineering and implementation, Diadem’s integrated project management has seen the client’s investment handled with care for an exceptional outcome.

“We’ve all really enjoyed working with the Diadem team. Such a complex project, yet made so straightforward with the management and oversight of your team. You’ve been brilliant to work with”.

  • Darlene White – Head of Corporate Marketing, UniSuper Management Pty Ltd


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