Burleigh Pavilion
A new era for Burleigh
Background
Burleigh Pavilion was seen as an aging relic of the Gold Coast, taking prime position on the iconic beach break at Burleigh Heads. After a 9 million dollar refurbishment in 2018 at the hands of May Hospitality Group, Traffic was invited to launch the Burleigh Pavilion into a new era with a brand that would position the establishment as the Gold Coasts most desirable new beach-front venue.
The strategy
The original venue was built as a local establishment so it was imperative that the new brand would resonate with the locals whilst also being seen as a world-class establishment by international visitors. Taking cues from the history surrounding this landmark building and the unique surf culture of Burleigh Heads, a new brand was born. One that paid homage the story of Burleigh Pavilion but also allowed a new chapter to begin and a new story to be told.
Our solution
Inspired by the Mid-Century influence of the pavilions’ architecture, a bespoke wordmark and typeface was created as a signature of the brand. The mark is unique and iconic – much like the venue itself. Constructed of purely geometric forms, the design echoes the sophistication on the golden era with a touch of modernity. The surrounding communications are bold and playful, retaining a laid-back edge that is synonymous with the Gold Coast.
