This Urban Design Strategy for the regeneration of Sydney's second largest CBD encompasses 31 ha on the Parramatta River foreshore. The project analysed key development sites, heritage items, ESD, open space, water and cultural assets as a basis for building a new city brand and waterfront. The meeting point of the harbour and river was used for a brand proposition titled ‘Where The Waters Meet’. The design reorientates the city back to the river and proposes four new vibrant mixed use River Quarters. Parramatta Quay was conceived as a new water arrival point connecting the CBD to Circular Quay by ferry and creating a public and private domain of international quality. The urban strategy will be refined into a Master Plan and business case for government to partner with the private sector for delivery. In 2012 the project won the PIA National Award for Urban Design.