ILLUMINATING SYDNEY'S PREMIER LGBTQI+ DESTINATION:
UNIVERSAL SYDNEY

When Sydney's iconic LGBTQI+ drag venue needed to capture their vibrant, theatrical spirit, we helped transform Universal Sydney into a beacon of inclusivity and entertainment that stands out on Oxford Street, enhances guest experience, and perfectly embodies their playful brand identity through our custom LED signage.

"When we were putting the brand together for Universal Sydney, we wanted something all about theatrics - bright, playful, and attention-grabbing. Kings of Neon enhanced our vision perfectly. We now have three signs throughout our venue, and they've become essential to our brand identity. We couldn't have done it without them."

— Johnny (Universal Hotel)

KEY REQUIREMENTS

Universal Sydney needed signage that would accomplish several critical objectives for their Oxford Street venue. The solution needed to capture their theatrical essence and playful personality, create a vibrant beacon visible from the street and maintain strong visual impact throughout their high-energy events. Additionally, they required specialty signage for dedicated spaces within the venue – including their "Priscilla's Corner" drag emergency supply station and their "Banana Bar" – that would enhance these areas while maintaining design cohesion with their overall brand identity and communicating their commitment to creating a safe and welcoming space for the LGBTQI+ community.

CREATIVE EXECUTION

We collaborated closely with Johnny and the team at Universal Hotel to create multiple bespoke solutions that would illuminate their brand across the venue:

Theatrical Design Collection: We developed three distinct LED signs reflecting Universal's playful personality:

A vibrant "Priscilla's Corner" sign for their drag emergency supply station
A playful "Feelin' Fruity" sign capturing the venue's cheeky character
A standout yellow banana-shaped sign creating an unmistakable visual identifier for their Banana Bar

Venue-Specific Innovation: Each sign was engineered for high-visibility within different nightclub environments – from street-facing signage to interior focal points – ensuring maximum impact in both bright and dimmed lighting conditions.

Brand Cohesion: Rather than creating disconnected pieces, we developed a family of signs that work together to tell Universal's brand story while serving distinct functional purposes throughout the guest journey.

The collaborative process exemplified our commitment to being brand illuminators rather than just sign manufacturers, focusing on how the signage would create unforgettable moments for Universal's guests while maintaining their position as Sydney's premier LGBTQI+ drag venue.

BUSINESS IMPACTS

Immediate Results:

Enhanced Navigation: Each sign serves a specific functional purpose – helping guests locate specialty areas like Priscilla's drag emergency station while creating memorable touchpoints throughout the venue.
Social Media Amplification: The playful, eye-catching designs create perfect photo opportunities that extend brand awareness through social sharing.
Brand Reinforcement: The collection of signs creates a cohesive visual experience that elevates Universal's theatrical personality.

Ongoing Benefits:

Expanded Partnership: What began as a single sign evolved into three custom installations, demonstrating the value Kings of Neon brings as a brand elevation partner.
Community Connection: The signs have become integral to Universal's identity as Sydney's premier LGBTQI+ venue, helping create the vibrant, welcoming atmosphere guests expect.
Business Growth: Increased visibility from street-facing signage helps attract new guests, while interior signage enhances the experience that keeps them returning.

Johnny's experience with Kings of Neon exemplifies our commitment to human-centred partnerships:

"It's been a great experience and that's why we've kept coming back," Johnny shared. "We often have to do a lot of custom things with our signage, so Kings of Neon have been great at being responsive. We get the signs quickly, we can give feedback and work together with the designers, and it's been really positive."

What impressed him most was how our team understood and enhanced their vision: "When we were putting the brand together for Universal Sydney, we wanted something that was all about theatrics. We wanted something bright that would stand out and catch people's attention. The signs have been perfect for us."

CONCLUSION STATEMENT

This collaboration showcases how strategic illumination transforms not just physical spaces but entire brand experiences. By translating Universal Sydney's theatrical, inclusive spirit into luminous brand statements, we've helped transform their venue into a beacon of Sydney's vibrant LGBTQI+ culture that captures attention, drives engagement, and enhances the overall guest experience – proving that the right illumination doesn't just light up walls, it lights up your brand and the communities you serve.

Follow Universal Sydney on Instagram, Facebook and Tik Tok

Ready to Make Your Brand Stand Out?

Inspired by what you've seen? Let our expert team in Australia bring your vision to life with a free 3D mock-up of your logo or design. Whether you're looking to elevate your brand or transform your space, we’re here to help you make it amazing. Contact us today for a free quote and start the journey to your perfect neon sign!

Start Your Free 3D Mock-up

ILLUMINATING SYDNEY'S PREMIER LGBTQI+ DESTINATION:
UNIVERSAL SYDNEY