Australia – Melbourne Skydeck has unveiled a new brand platform and visual identity titled ‘Melbourne Upside Out’, aimed at reshaping how visitors perceive and experience the city from its observation deck.
Developed by independent agency Town Square, the new positioning presents Melbourne Skydeck as an attraction that offers a consolidated view of the city from nearly 300 metres above ground, rather than simply a vantage point for sightseeing. Melbourne Skydeck is the Southern Hemisphere’s highest observation deck and forms part of the Journey Beyond portfolio.
The platform seeks to differentiate Skydeck from Melbourne’s well-known street-level attractions by positioning it as a place where the city’s sport, culture, events and everyday life can be viewed simultaneously from an elevated perspective.
Melbourne Skydeck features 360-degree views of the city skyline and surrounding areas, along with a range of immersive experiences. These include The Edge, a glass cube extending from the building; Bar 88, offering food and drinks with panoramic views; and a VR Theatre that presents the city from alternative visual perspectives.
According to the company, the brand refresh is designed to appeal to both local and international visitors. Rather than competing with individual destinations or activities, the new positioning reframes Skydeck as a vantage point that brings together multiple facets of the city in one experience.
Central to the creative concept is an inversion of Melbourne’s laneway culture. Under the ‘Melbourne Upside Out’ platform, the city is visually flipped and reimagined as a landscape to be explored from above. The identity was illustrated by Brolga and is intended to emphasise the sensory impact of viewing Melbourne from height.
Brendan Day, executive creative director at Town Square, said, “This work is a fun and playful visual metaphor for the way you interact with the city’s landmarks at Skydeck. From nearly 300 metres up, Melbourne becomes something you don’t just recognise, but actively play with visually. It’s a perspective you simply can’t get anywhere else.”
Justine Lally, executive general manager, marketing at Journey Beyond, added, “Melbourne Skydeck is more than a great view. It’s an experience that brings together everything that makes Melbourne special, from sport and culture to daily life, all in one moment. This new positioning captures that sense of perspective and excitement, and helps all visitors, no matter where they are from, see the city in a new way.”
The ‘Melbourne Upside Out’ platform will be rolled out across print, digital, social and out-of-home channels.
