YCK
Laneways

YCK is Sydney’s laneways precinct, the pocket of the CBD bounded by York, Clarence and Kent Streets where dozens of bars and venues hide in basements, laneways and upper floors.

That hiddenness is the charm, and the problem. The precinct needed a way to show what it holds and where, with an identity distinctive enough to carry a campaign.

We rebuilt the precinct as a stylised isometric 3D world: city blocks in neon purple and magenta, streets picked out as glowing lines with their real names, and the venues rendered in gold so they read instantly against the city around them.

It turns a street directory into an object of desire, a miniature Sydney you want to lean into and explore.

A list of bars tells you what exists. The map shows what the precinct actually is: how close everything sits, what hides around each corner, and why YCK works as a single destination rather than scattered addresses.

The style does double duty as brand. Every flythrough and still pulled from the model is a campaign asset, instantly recognisable as YCK.

The map gives the precinct a visual identity that works everywhere from social clips to screens and signage, while quietly doing the practical job of orienting visitors.

It makes the case for the laneways the way the laneways deserve: with a little glow, a little mystery and everything in easy walking distance.