Propella Brand Innovation
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Dockside Group

Event Venues, Hospitality, Restaurants

Dockside Group offer fine dining and hospitality at a portfolio of waterfront restaurants and venues. The group brand needed strategic focus; a new identity and brand architecture to connect it to the memorable experiences of each venue.

Iconic waterfront venues

Iconic waterfront venues

There’s nothing quite like an event next to Sydney’s beautiful harbour. Our new identity was designed to echo the waterfront experience with our new wave icon, which doubles as a parenthesis symbol connecting the group to their business units, venues and restaurants.

Brand analysis and understanding

Brand analysis and understanding

The Dockside Group logo had changed several times over the last decade, but whilst each version was quite different to the last, the theme of water was evident throughout providing an equity we could leverage.

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Deliciously fabulous hospitality

Deliciously fabulous hospitality

Wanting to recapture the original meaning of hospitality within the Dockside experience we created two interchangeable tag-lines to suggest the superb food and warm welcome at iconic waterfront locations.

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New brand architecture

New brand architecture

Our wave icon helps to create an inclusive brand architecture connecting the Dockside Group to the components of the organisation whilst enabling each venue to maintain individuality.

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