Driven by the untapped potential of Chippendale as a vibrant cultural hub, I initiated a hypothetical rebranding project for the City of Sydney Council. This initiative blended traditional branding with UX/UI design, including a call-to-action billboard poster.

I began by creating a unique logo for the brand identity, inspired by the suburb's distinctive architecture. My process involved a deep dive into Chippendale's history through the City of Sydney archives to inform a comprehensive brand strategy. The goal was to raise awareness and attract new visitors to the suburb's diverse offerings. As a key component, I designed a mobile application, prototyped in Adobe Experience Design, that allows users to explore Chippendale, follow curated walking tours, and collect digital stamps for a free gift. The app, accessible via a QR code on the poster, was designed to enhance engagement and encourage discovery.