overview

Alphabet were invited to develop a precinct name and identity for a group of restaurant venues owned and operated by the Urban Purveyor Group at The Rocks. The identity system, driven by the many variations of the letter X and X-words, enables each of the venues to present their own identity under the umbrella of ArgyleXchange. The name and campaign plays on the concept of ‘X marks the spot’ using apps, web, street, posters, chalk messages, animation and video to incite social media and word of mouth uptake.