The Challenge

Located an hour south of Sydney's CBD The Tops Conference Centre is set on 200 acres of bushland in Stanwell Tops. Our client wanted to expand their reach from a church-based demographic and bring their team building and conference offerings to a wider market. While playful and approachable, the branding needed to attract corporates of every size without alienating their existing audience. Our challenge was to produce a broad visual identity that would satisfy – and attract – a diverse demographic with equally diverse requirements.

The Concept

For the purposes of brand recognition and to retain the legacy of the original logo, our brand refresh incorporated the traditional elements which included the four pillars. Not only was this immediately familiar it also inspired credibility and built on the gravitas of the brand’s heritage. The concept was ultimately about revitalising The Tops brand and amplifying it in a way that appealed to a variety of audiences.

The Results

As a freshly imagined brand, The Tops is now reaching a wider audience. It is attracting significantly more enquiries and bookings from a variety of target markets including the corporate, health care and private school sectors.