• Art Direction
  • Branding
  • Copywriting
  • Packaging
  • Photography
  • Print
1 Castlereagh Street is a prime grade commercial building in Sydney’s CBD. Blackstone, one of the largest real estate private equity firms in the world required us to create a new brand positioning and identity for the asset within the heart of Sydney’s original financial precinct.

In conjunction with the redevelopment of the lobby, interior suites and crown of the building we elevated the status of the building and highlighted its attributes for the leasing market as well as created strong appeal to investors. Working closely with the 151 Property team – a division of Blackstone, we conducted research and consultation sessions to define a key value proposition. This enabled us to understand a new tenancy profile target and create a clear purpose behind the visual identity.

A simple word mark and framing device represented the building’s three prime attributes – its iconic address, corner position, and the all important number 1 status. The overall identity system appealed to the building’s ‘old money’ persona whilst targeting new tenants from tech and media industries. Copper and bronze metallic embellishments were selected to compliment architectural and interior finishes, whilst new photography and video helped tell the story of premium location and neighbourhood status. A case bound presentation book assisted in the sale of the building – another record in Sydney’s commercial real estate market.