In 1960s Auckland, 246 Queen Street was a proud nexus of architectural vision, forward-looking fashion retail and urban sophistication. Now, it stands ready to make its bold return as a revitalised mid city icon. A full renovation from developer Wilshire Group in collaboration with Fearon Hay meant a new brand identity was required to launch the project and communicate the building’s return to a city landmark. A striking motif anchors the identity throughout, directly inspired by the building’s curved accents, most specifically the three large vertical rounded windows which feature on both street faces. The brand’s colour palette has been drawn from a range of classic and muted tones found in Terazzo tiles and mid-century design artefacts. This distilling process of architectural details allows the brand to reflect and pay homage to the building’s remarkable history as it moves into a new era.