Melbourne Square is the ambitious project of OSK Property whom set out to create a new precinct in Southbank comprised of four large residential towers; 5-star hotel; a mix of commercial, retail and hospitality set in a 3,700m2 park.
A project of this magnitude, with a precinct so layered, in a part of Melbourne that is misunderstood — we recognised that storytelling would become an important tool for this campaign.
We established a brand strategy that created clear avenues for storytelling. Always celebrating the product, we were able to tap into the equity of place.
Both the Melbourne Square precinct and the greater Melbourne offer leveraging off being the world’s most liveable city provided inspiration.
The concept behind the brandmark takes it inspiration from a microcosm, a meeting place, a destination, that always looks to within the Square and outside the Square.
The challenge lay in having to sell not only four towers to investors and owner occupiers, but also a precinct to Melburnians — we understood that a long-term campaign needed a strong 'organising idea'. A big idea that allowed us to continually re-invent the campaign without compromising the overall cohesion.