Lendlease has launched a new brand identity and campaign for Vic X, a 'transformative' precinct in North Sydney with the arrival of the Victoria Cross Metro Station.

Lendlease said the new train line signalled a new chapter in the renewal of North Sydney, the city’s second-largest CBD.

The brand and campaign were developed by strategic brand and creative agency, Houston Group. The campaign, titled 'X marks the spot', positions Vic X as a dynamic, energetic, and inviting destination. The design system includes a dynamic, free-form 'X' symbol, which serves both as a distinctive marker for Victoria Cross and a versatile frame for showcasing photography and content.

Vic X officially opened to the public in late August, introducing 15 new retailers, with seven more food and beverage venues, as well as re-imagined public space and pedestrian walkways, set to arrive in 2025.

"North Sydney has always suffered somewhat of an identity crisis but Victoria Cross is a game–changer. Our job was to create an energetic brand that established a sense of place and personality and inspired people to connect with this next chapter. The project was so much more than establishing Victoria Cross as a destination, it was also about providing new dimensions of meaning and character to a precinct designed with people in mind – and bring a human spirit to a transformative building development," said Stuart O’Brien, CEO and Founder of Houston Group.

The new brand identity and campaign for Vic X are part of a broader effort to revitalise North Sydney and position it as a vibrant, attractive destination for both locals and visitors. The mixed-use precinct is expected to play a significant role in the ongoing transformation of the area, offering a diverse range of retail, dining, and public spaces. The arrival of the Victoria Cross Metro Station is a significant milestone in this transformation, signalling a new era for North Sydney's urban landscape.