Debuting a collection of shining stars in Queensland.

Strategy:

As the precinct’s anchor tenant, Mercedes-Benz Brisbane represented the epicentre of local luxury and the launchpad of our strategy. Inspired by the brand’s iconic three-point star brandmark, we developed the tagline ‘a collection of shining stars’. Not only did this line pay homage to the brand, but represented the curated suite of premium retailers at the Breakfast Creek Lifestyle Precinct. One that was also reflective of the ‘Mercedes-Benz Brisbane lifestyle’.

In positioning the destination as a luxury sum of its premium parts, we also executed the distinct look and feel across the website and leasing collateral, creating a flawless and consistent brand at every touchpoint.

Success:

We’re proud to report that the strength of the precinct’s brand story and identity resulted in a fully leased destination ahead of schedule. Since the Breakfast Creek Lifestyle Precinct opened its doors, it has successfully and effortlessly established itself as a luxury destination unlike any other.