George Place is a premium office precinct uniting three separate buildings through one dramatic super lobby. Asset owners, ISPT required a new name and brand to unify the three buildings as well as repositioning 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 name George Place was born out of the logical link to the most positive aspect of the precinct – its location being 'The inspired heart of Sydney’s highstreet'. More than a bricks and mortar precinct, George Place is a cohesive, vibrant community. The brand delivers progressive and engaging workplace experiences through flexible spaces, food and beverage offerings, seasonal art exhibitions and a robust calendar of events and workshops.

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 successfully within the competitive landscape.