BLOCK designed the Central Park Tower rebrand. For some 25 years, Perth’s Central Park Tower has stood as an icon of the city’s skyline. Not only is it the city’s tallest building, it has borne witness to the rise of Western Australia’s economy throughout the mid-1990s to the mining boom and beyond. But with a shifting economic, commercial and work/life landscape, Central Park’s relevance was declining.

Block was tasked with repositioning Central Park for a new era as Perth's premier business address. The rebrand coincides with the building’s striking lobby and forecourt refurbishment by Woods Bagot, which will encourage a sense of community and a balance between work and life for tenants and visitors. The refurbishment is due for completion in 2020.

Inspired by the building’s iconic geometry, the brand elements are built upon an isometric grid, creating an endlessly flexible, dynamic identity.

“In reimagining Central Park, we wanted to convey the precinct as one of balance. The lines between work and life are increasingly blurred, and business hubs must not only embrace these changing attitudes, but champion them,” says Emma Watton, Strategic Director at Block.

The rebrand is also connecting with the wider branding community having just been named a finalist in the 2019 AGDA Design Awards.