Publicis Groupe

During my time at Frost*collective, I was the Creative Director responsible for designing and delivering the placemaking, signage, and wayfinding for Publicis Groupe’s Sydney headquarters. The brief was to translate the DNA of the organisation into an experience that embodied the concept of the “Adaptive Gene”, a philosophy that embraces change, disruption, and the idea that “where uncomfortable feels comfortable.” This thinking called for a design response that was immersive and intangible rather than static or decorative.

Publicis’ belief in the alchemy of creativity and technology shaped the foundation of my approach. Working closely with architects Bates Smart, I developed a detailed design overlay for the base build, ensuring signage and placemaking were seamlessly integrated into the architecture. Material choices were carefully aligned such as matching timber handrails with signage elements so that the brand narrative was embedded within the fabric of the environment.

The placemaking feature in the lobby became a striking expression of adaptivity: an installation of sleek, tinted mirrors reflecting the dynamism of the street, staff, and atrium light. Four LED infinity mirrors formed abstract geometric compositions that spelled out “Publicis,” reimagined as evolving graphic elements. The result was an ever-changing, active surface that introduced visitors to the brand’s future-facing ethos from the moment they entered.

Recognition:
2021 AGDA Merit Award – Spatial