ISPT / George Place
The Challenge: 363 George Street, 345 George Street and 24 York Street are prime grade commercial buildings in Sydney’s CBD currently undergoing a $75 million redevelopment of the shared lobby space. Asset owners, ISPT required a new name and brand to unify the three buildings as well as reposition the property as a world class business precinct. The challenge was to communicate a new standard of workplace living that is welcoming, dynamic and tuned into the needs and aspirations of its tenants and visitors.
The Strategy: Working closely with Brickfields Consulting, extensive research and stakeholder consultation was undertaken. This process enabled us to clearly define the tenancy profile, their motivations and reposition the brand correctly within the competitive landscape. Customer truths were identified and brand pillars were established to underscore a unique brand essence for the precinct – A '360 degree destination' and a vision to be 'The inspired heart of Sydney’s highstreet'.
The Solution: The name George Place was born out of the logical link to the most positive aspect of the precinct – it's location. We wanted to own the George Street address ahead of other buildings and precincts. The name also refers to the more human qualities of the precinct in creating a sense of ‘place’ as well as referencing the adjacent Martin Place. An extensive style guide was developed and applied to various channels of marketing, development activations and tenant communications. Coordinating with an exclusive launch event, three lobby exhibition displays with updateable elements were created to both introduce the new brand and further connect and engage people on future plans, programs and events. As a testament to the repositioning of the brand, as well as a commitment to delivering progressive and engaging experiences for customers, ISPT secured a five year lease with leading Australian software company, Atlassian.
A comprehensive visual identity system was also developed which included a custom typeface, iconography suite, and image library. We crafted an elegant, stylised 'G' symbol which also references the new Light Rail tracks with an open, flexible appearance.
The 'experience walls' we created became an important engagement piece, allowing people to explore and interact with content. Tenants and visitors were encourage to share their ideas and provide feedback on the future vision. The system is flexible and allows for content to be updated on a regular basis as the redevelopment evolves.
To launch the new brand and vision for George Place, we themed an event around ‘fresh design thinking’ and ‘wellness in the workplace’. Invitations to key tenants and media came in the form of desktop mint plants for their air-purifying qualities, mixologists served mint-based cocktails and guests received branded water bottle gifts infused with mint. A simple, connecting theme for the launch event.
Leasing & Tenant Communications
To provide clarity and consistency for the brand, we created a detailed identity style guide. A very useful tool for building managers CBRE to follow with their ongoing communications, tenant experiences and leasing material. Shortly after the rebrand, ISPT secured a major new tenant – Australian software company, Atlassian.