Reviving the eight most Instagrammable letters along the river.

Originally installed in 2014 for the G20 Summit, the colourful BRISBANE sign became one of the city’s most loved photo spots.

It was so popular that its temporary plywood version was replaced with a permanent, robust aluminium rebuild. A decade later, the precinct needed a refresh. The result was a redesign that transformed this iconic installation into a visual love letter to Queensland.

We reimagined each letter as a canvas, unique to a piece of our city and region. One reflects leafy parkland, another coastal play, and another city energy. Each is a snapshot of what makes Brisbane special.

The refreshed identity was applied consistently across broadcast, social, and outdoor, with new lighting that shifted colours as the sun went down.