South Bank Unveils Unified Destination Brand With VML Brisbane

South Bank Corporation has unveiled a new visual identity and digital experience, marking a major step forward for Brisbane’s landmark precinct. The refreshed brand and website are designed to showcase the full breadth of South Bank’s attractions, helping locals, visitors and businesses experience everything the area has to offer.

South Bank is home to the iconic Streets Beach lagoon, green spaces, leading cultural institutions, hotels, education hubs, commercial spaces, the Brisbane Convention and Exhibition Centre and more than 60 restaurants, cafes and bars. The iconic precinct welcomes over 16 million visitors each year but has operated without a unified brand since its creation following Expo 88.

Research revealed that many people visit South Bank for a single feature -- like the beach or the cultural centre -- missing out on the precinct’s diverse range of interconnected experiences. The new brand and digital experience, created by VML Brisbane, pays tribute to the spirit and energy of South Bank.

Drawing inspiration from the flowing Brisbane River, the iconic bougainvillaea arbour, lush green spaces, sparkling lagoon, and the cityscape, the brand is a true visual representation of South Bank. The new logo mark, based on the acronym ‘SB,’ was inspired by the natural twists and turns of the precinct, and contrasted by the iconic architecture that defines the area, has been designed for both flexibility and bold expression.

Julia Scodellaro, CEO of South Bank Corporation, said, “This is the first time ever that a holistic destination brand has been created for South Bank, and this refresh sets us up for the future. We’re excited to welcome more people, more often, and help them discover everything South Bank has to offer. This is only the beginning for what’s to come.”

The new identity, created by VML’s specialist brand design practice, will roll out across South Bank’s full brand ecosystem, including outdoor advertising, digital banners, web, video, social media, on precinct signage and wayfinding, and is supported by an on-going calendar of events, including Christmas and summer activations, with more in the pipeline for 2026 and beyond.

The updated web experience, designed on Webflow by VML, is also now live, offering a streamlined experience for visitors and businesses alike. The site brings together what were once three separate websites into a single, welcoming home for South Bank online. Whether planning a day out with family, searching for a quiet spot to relax, or looking to attend a major event, the new web experience makes it easy to find out what’s happening and explore every corner of South Bank.

Adam Kennedy, managing director, VML Brisbane and Perth, said that as long-time residents of the precinct, and the brand agency for Brisbane 2032 (in partnership with sister-agency, Landor), they jumped at the chance to help research, define, craft and activate the new South Bank brand.

“This project was about showcasing the very best of South Bank, encouraging lapsed visitors to see it with fresh eyes, and enticing new visitors with an identity as rich as South Bank’s diverse experiences. Working side by side with the South Bank Corporation team, we set out to create a brand that feels vibrant, energetic and unique -- one that reflects the everyday moments and shared experiences that make this place special.

"We approached this project through VML’s human-first methodology, ensuring data, research and insight informed every step of the brand development. Our hope is that the new identity helps South Bank connect with people on a human level, making every visit feel like the start of a new story.”