As an iconic landmark on the Melbourne skyline, 101 Collins Street is arguably Australia’s preeminent workplace community. For over 30 years, it has retained its premium status as a home to some of the city’s most prestigious and high profile tenants. It features a spectacular entry foyer, elegant artwork and classic architecture.

However in recent years, the building’s prime reputation was being challenged by new developments in the Melbourne CBD market. Rigorous research and future-focussed strategies were carried out in order to reposition and rebrand the building to retain it’s peerless status.

Following on from our involvement in the intensive research and strategy phases, Hundredweight developed the 101 Collins brand identity, brand architecture, communications, signage and website for AXA Investment Managers Australia and now GPT Group.