Establishing the heart of a new commercial core.

Strategy:

The mass engineered timber (CLT) building that is 36 Wellington is set to become the first commercial building in Australia to be built with the Hines global T3 strategy – Timber, Transit and Technology.

Bringing to life the story of Hines’ unique T3 strategy was key to the success of this brand and leasing campaign. Collingwood isn’t short of commercial projects, so our challenge was to disrupt and create cut-through within the market by promising a commercial experience that would deliver over and above the competition. This involved marketing to two target segments.

Firstly, the target user: The brand identity and narrative had to encapsulate Collingwood’s lifestyle appeal by being bold, vibrant and creative. This saw a very ‘non-traditional’ bright yellow become the core brand colour, immediately distinguishing 36 Wellington within commercial property marketing.

Secondly, our ultimate decision-makers are CEOs and business owners, so the brand still needed to feel premium, trusted and corporate. We achieved this duality by developing a simple yet strong logo and brandmark that works to balance out the dynamic yellow brand colour.

Success:

Stage 1 of the leasing activity launched in February 2020 and, due to its overwhelming success, will be closely followed by the Stage 2 launch in 2021.