Sydney Fish Markets | Signage, Wayfinding & Retail Design Strategy

Whilst at Frost* Collective, I worked closely with 3XN to develop a comprehensive wayfinding, retail and placemaking strategy for the new Sydney Fish Market development, one of the city’s most significant waterfront destinations. The ambition was to create a cohesive and intuitive experience across a complex, high-traffic public environment, balancing operational clarity with a strong sense of place.
My role extended from early concept development through to detailed design and documentation. A particular focus was ensuring that the intent of the design translated seamlessly through tender and into delivery. This was achieved through a rigorous and highly resolved documentation process, including detailed drawings and exploded diagrams that clearly articulated materiality, construction and integration. This level of precision ensured the design has been implemented faithfully, maintaining both its integrity and quality in the built outcome.
The signage system itself was conceived to sit lightly within the architectural and coastal context. Signage bases and frames are crafted from mirror-polished stainless steel, allowing them to reflect the surrounding sky, water and movement of the site. This reflective quality enables the elements to visually recede, reducing clutter and reinforcing a sense of openness across the precinct.
In contrast, the signage blades are formed from durable white glass with black graphics, creating a clear and highly legible interface. This balance between subtle integration and functional clarity ensures the system performs effectively within a dynamic and often crowded environment.