A New Chapter for Melbourne Living

Client

OSK Property

Architect

COX Architects

Interior Design

Carr

Visualisation

Floodslicer

Address

Southbank, VIC

Scope

Brand Strategy and Positioning

Naming

Brand Identity

Print Collateral

Digital Collateral

Brand Imagery

Art Direction

Website

Seasonal Campaigns

Events

Marketing

Media Advertising

Melbourne Square is a mixed-use precinct – large in ambition and scale comprising four residential towers, a commercial tower, a five-star hotel, extensive retail and dining, and a new park for the growing suburb of Southbank. Our brand needed to support all of these offers as well as multiple residential and commercial campaigns – preconstruction, during construction and beyond.

With so much to say, our strategy embraced this quality by elevating the act of storytelling itself by defining the offer through chapters. The brandmark takes its inspiration from the square shape – referencing both a microcosm with everything residents need and a place open to the city surrounding it.

Crafted with intelligence, integrity and flexibility, the brand has been used successfully across multiple campaigns and touchpoints since launch. More than a sales campaign, it has established Melbourne Square as a new city landmark.

Previous
Next
Previous
Next
Previous
Next
Previous
Next
Previous
Next
Previous
Next

The Couture Series

Scope

Brand Strategy and Positioning

Naming

Print Collateral

Digital Collateral

Art Direction

Events

Marketing

Media Advertising

The Couture Series was a bespoke campaign developed to extend Melbourne Square’s ‘New Story Every Day’ positioning. In this case, it was ‘An Art Story’, developed to engage our sophisticated art appreciating audience and connecting with our position within Melbourne’s international Arts Precinct.

Leveraging the world class design team behind Melbourne Square – Cox and Carr, and aligning with Hub Furniture, Gaggenau and Kohler, we created a campaign that reinvigorated interest in this premium end of the market.

This campaign was realised via a series of Arts inspired renders with unique sculptures created, which spoke to the Arts as well as the opportunity to tailor each space. The campaign was successful, attracting and converting above the targeted number of sales, all while staying to true the master brand and ethos of the precinct brand and positioning. 

Previous
Next
Previous
Next