Overview
The Overseas Passenger Terminal (OPT) at Sydney’s Circular Quay is the primary gateway for cruise visitors. With views of the Opera House and Harbour Bridge, it plays a key role in welcoming people to Sydney. Responding to feedback on congestion, confusion and navigation challenges, Port Authority NSW engaged Büro North to develop a comprehensive experience strategy and wayfinding signage to support new processes.
Our aim was to enhance passenger transitions, align with rapid turnaround requirements, and promote broader facility use beyond cruise days. Extensive research, including visitor observation and interviews, identified pain points in navigation and service location.
We clarified the embarkation and disembarkation processes, reducing passenger anxiety and improving flows. Our flexible signage system, combining temporary, digital, and permanent elements, adapts to different cruise and operational needs. Bright colours, inspired by Circular Quay’s vibrant surroundings, were used to draw attention to important information, making navigation intuitive and engaging.
Custom icons and round forms reference cruise liner portholes, creating a familiar and welcoming visual language. Signage placement, optimised through sightline studies and passenger testing, ensures clear communication and easy navigation throughout the Terminal.
The new wayfinding system has significantly improved passenger movement, creating a vibrant and inviting atmosphere that enhances the overall experience. By supporting multiple operational uses, it ensures the OPT can adapt to changing needs while providing a seamless and enjoyable experience for all users.
"Büro North managed the collaboration, think tank sessions, and live testing to create a strategic package that was highly creative, impressionable, and to the high standards required by Port Authority New South Wales".
Rob Rybanic
