We created Shifting Perspectives—a brand idea that inspires conversation around culture and art, and helps visitors understand there’s more to the Sydney Opera House than opera. Paired with Shifting Perspectives is a sculptural form language. The architectural principles set by Jørn Utzon became the foundation for the brand identity. We used the same geometries and inspirations to develop a flexible brand system across brand assets, motion, and communications. Sails are used to draw attention and interact with photography, while the 3D Utzon typeface reflects the contours of the building itself.