30 tails telling
30 tales

New Sydney Waterfront Company

Whale Tales

The New Sydney Waterfront Company is a collaboration between business, government and community. Its mission? To revitalise and celebrate Sydney’s Western Harbour Precinct, through activations like Sydney Waterfront Whale Tales.

Funded by the NSW Government, the project brings together a connected trail of 30 whale tail sculptures. Each of them uniquely painted by a local artist. Each featuring a story celebrating Sydney, the Precinct itself, and the whales who join us each year. Together, the tails perform a colourful migration across the Waterfront.

The only thing missing was a brand that captured what Whale Tales was about and invited audiences to experience the event.

So, how might we inspire visitors and locals alike to rediscover and reconnect with the waterfront?

     Artist: Evi-O

Sydney Waterfront Whale Tales brings together a rich tapestry of Sydney stories and the unmistakeable shape of a whale’s fins—resulting in a creative platform that spotlights tales and tails alike.

It’s a celebration of storytelling through art, with a bold and exciting brand to match. The elements speak to the idea of stories and the whales themselves. And it’s brought to life through a a refined yet lively logo
that reflects both. Of course, it was important to hero the artists involved in the activation, too—and their creativity is proudly on display throughout.

The brand positioned Sydney Waterfront Whale Tales as an exciting new chapter in the story of Sydney, welcoming people near and far to follow the trail.

Artist: Blak Douglas
     Artist: Micke Lindebergh


New Sydney Waterfront Co.
Milestone Creative, Marketing agency
Wild in Art, Event partner
Art Pharmacy, Curators
Eora TAFE students
NSW Government
Various — credits to all participating artists