overview

In 2013 City of Sydney set out to reinvigorate the area precinct of lower Oxford St and Foley Lane in Darlinghurst by offering financial incentives to start-up businesses to set up shop in what was an under-utilised area of the inner city. Alphabet’s role was to brand the precinct in a way that highlighted the area’s history and excited new store and cafe owners and suggested the potential for its rejuvination.