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.
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.
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Contact
Within Australia: 03 9525 0200
International: +613 9525 0200
info@grenade.com.au
Contact
Within Australia: 03 9525 0200
International: +613 9525 0200
info@grenade.com.au
Starting a new project or want to
collaborate with us?
Get in touch on +61 3 9525 0200
or info@grenade.com.au
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Matt brings a wealth of design knowledge to the studio and enjoys taking projects from first concept to final roll-out in the market.
Constantly inspired by the possibilities of a blank canvas where a client’s vision can come to life, Matt sees his role as a problem solver as well as a designer. He lends his creative skill set and eye for international trends to building each new brand, driven by a balance of strategic and straightforward approaches.
Before joining Grenade, Matt worked for a leading UK property marketing agency with well-established clients in corporate, commercial, retail and property sectors.
Lynne has an unshakeable passion for brand and design. As General Manager, she is driven to ensure every project delivers above expectation with an experience that is both positive and prosperous for her clients.
A strategic brand thinker and highly knowledgeable across all graphic communication disciplines, Lynne combines a love of brand storytelling with exceptional team and process management.
Lynne brings more than 25 years of brand and design experience in Australia and the UK to Grenade. Her clients include Lendlease, Mirvac, Far East Consortium, AV Jennings, Equiset, Probuild, Multiplex, Merivale Group, ANZ, Queensland Rail, Tennis Australia, Tetley Australia, Sensis, Becton, Hocking Stuart, Bensons, OSK, CPA Australia, Grocon and Ironfish.
A key member of the Grenade team since 2013, Bianca leads client service, delivering projects on time and budget by building on her deep understanding of commercial pressures, intrinsic creative flair and connection to current Melbourne culture.
Bianca’s streamlined processes anticipate challenges and mitigate risks. With exceptional production knowledge and a keen eye for detail, she ensures every project is founded upon strong strategic thinking and executed through exceptional design.
Bianca has brought her skills to a wide range of clients, including Golden Age Group, MAB Corp, Beulah, Costa Fox, Mirvac, NAB, SMA Projects, Buxton Projects and Michael L Yates & Co.
Rob oversees every aspect of the creative process at Grenade with his senior team, taking clients on a journey of discovery, and delivering an exceptionally resolved design result in the process.
As Creative Director, Rob brings a vast range of design principles to the table, unpacking creative ideas and rolling out strategic and finessed campaigns. Rob believes in the power of collaboration and continually seeks to partner with local and international artists on original and thoughtfully designed work that stands apart.
For more than ten years at Grenade and 25 years in the industry, Rob has delivered some of Melbourne’s most memorable campaigns. He is constantly inspired by the opportunity to work alongside creatives and clients who share his vision to look beyond the expected.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas sed vestibulum lorem. Aliquam feugiat venenatis aliquam. Proin faucibus nunc vitae orci tincidunt, in interdum purus lacinia.
Curabitur vestibulum bibendum auctor. Vestibulum at ante orci. Quisque sollicitudin tortor vel eleifend.
Nulla sapien risus, auctor pharetra fermentum in, finibus non leo. Sed vitae velit nunc. Vivamus lobortis venenatis libero, porta malesuada ex.
Interdum et malesuada fames ac ante ipsum primis in faucibus. Suspendisse pretium mattis ante, non volutpat libero porta ac. Sed a est tincidunt, dictum leo id, placerat massa. Suspendisse vehicula pellentesque lorem eget gravida.
Our approach to creative is not simply to create a graphic overlay, it is not just a graphic treatment. Our approach is to develop compelling communications. Communications that harness the brand story, that embrace the brand essence, that have meaning and will engage with the target audience.
Just as every project is unique, so too is our creative response. We respond to the environment in which the brand will inhabit, to deliver on the objectives of the project. We create brands that last. Campaigns to be proud of.
As a strategic, creative agency, we pride ourselves on developing brands that are sound and can flex and evolve over the life of a project. In these fluctuating times, we know that a successful brand and campaign must be able to adapt to the market, to respond to change and support reinvention when necessary.
Every project we undertake we do so from the ground up. Working closely with the key project team, we drill down to uncover the true essence of the project and product. Together, we identify the driving factors such as state of the market, target audiences, key points of differences, competitive landscape, nuances of the marketplace, the vision and the objectives.