151 Property (formerly Valad Property Group) is a real estate developer focussed on adding value to unloved assets in the commercial and retail property sphere. In 2011 it was acquired by Blackstone, an global investment firm focussed on real estate. Consequently, the business needed to rebrand as a result of the acquisition, and the management team determined this an opportunity to refresh the experience and expression of their brand.
As we embarked on our audit and analysis of the current brand, we discovered that the ‘idea’ of 151 Property is relatively well defined, but we identified our challenge as the need to connect this with the experience of the brand – as things stood, there was a clear disconnect, one that diluted its intent and impact.
Through our thorough exploration of what 151 Property is we came to a positioning idea of the artisan. Someone whose passion for craft and eye for detail is matched by their creative approach to repositioning real-estate.
In a market of commodity real-estate, 151 Property we see potential where others don’t. By tailoring bespoke strategies for each of their raw and rough edged properties, they extract the brilliant diamond within.
With a quiet confidence, 151 Property display their craft; a unique marriage of strategy and sensibility. Carefully crafting properties, relationships, and financials they pay close attention to the human details that create true value.
Their name comes from their first property purchase; 151 Castlereagh Street in Sydney. It is a building that epitomises the guiding philosophy and operational methodology of their business, one that enables the company to tailor bespoke strategies for unloved commercial property assets, and to reveal unique perspectives and undiscovered value.
With an eye for quality and attention to detail, the new name and its legacy highlight the team’s mastery of the craft of positioning to change perceptions of property in revealing and ground-breaking ways.
Branding, Copywriting, Graphic Design
LA 2024 Olympic Bid City
The process of bringing the Olympics to your city is a long and strenuous one. It all begins at a national level, where each city within a country pitches to represent the country for the bid. RE: worked with M&C Saatchi LA to create the bid identity for LA 2024. We were required to give a basic overview of how the identity would come to life around the time of the olympics. The work seen in this project is all concept except for the approved Logo.
Conceptually the lines are representative of a few aspects: The stretching shadows cast by the LA sun rising and setting along the Palm filled city; the tracks and lanes in which the athletes compete; the movement which is created by the athletes and the stripes on the american flag. The number of lines references the 5 olympic rings. The colours reference the 1986 LA Olympics as an incredible heritage and pride point.
As an added bonus the logo can be seen as a representation of the stars and stripes as the “A” letterform alludes to the shape of a star.
Collaborating with Martin Noah Hallgren of Letterheaded, Chapel Press in Melbourne, and perhaps unbeknownst to the great author, Marcel Proust, we created a neon inked letterpress card to send to all the wonderful people we’ve had the opportunity to collaborate with over the year.
The quote from Marcel Proust signifies the reinvigoration of the Designworks Sydney office with new personnel and new drive. It is also a call to our clients to look at us with fresh eyes in the new year and celebrate the adventures we are yet to have together.
Graphic Design, Print Design, Typography
Shanghai Biennale / Sydney Pavilion
‘The Floating Eye’ was the curatorial theme of the Sydney Pavilion in the Shanghai Bienale, the largest international art event in mainland China, attracting over 8 million visitors. Sydney was part of the Inter-City Pavilions, offering observations of a city’s shifting references and influences.
The challenge was to convey the varied perspectives of the city’s transforming reality observed though its demographics, environment, history, politics, geography and society. We built a visual language of symbols, combined and intertwined by a shifting graphical interpretation of the lens of the viewer. The result was a striking device that helped vistiors navigate the exhibition, whilst articulating a theme that avoided the need for wordy articulation.
Branding, Exhibition Design, Game Design
The Ballsies 2014
The Ballsies is the annual awards program for the agency, RE. Judged by some of Australia’s leading creative directors, it rewards people for demonstrating ‘ballsy’ behaviour both in work and culture. This year’s identity centred on the idea: What’s ballsier than telling the truth?
See, there’s nothing quite like awards nights for being all sizzle and no sausage. While they’re a great opportunity to celebrate achievement, they’re also just a little self-involved. So along with an awareness campaign and merchandise, the Official Guide to the Ballsies took the brave stance of holding a mirror up to awards nights and revealing some of the deeper realities.
Branding, Graphic Design, Writing
Previously the chosen product by plastic surgeons and cosmetic physicians, Rationale, a pioneering organic skincare system, is now available direct to consumers.
This super high-end skincare regime had to translate it’s scientific and medical heritage into the beauty category.
The 6-step system takes consumers through a simple numerical structure, 1-3 in the morning, 4-6 in the evening. The unique properties and characteristics of each formula are expressed through the combination of graphical forms within the elegance of the numerical system. Sophistication with science at its core.
Branding, Graphic Design, Packaging
Australia is recognised globally for its iconic landscapes, picturesque coastlines, unique flora and fauna and friendly and welcoming nature. But this country’s extraordinary range of industry thought leaders and capabilities is less known. The Brand Australia Program was commissioned by the Australian Government to better position Australia as a compelling and valuable trade partner and destination for Governments and organisations in key global markets.
Our response was “Australia Unlimited” which in 2010 was deployed as the new Trade and Investment brand for Australia, demonstrating Australia’s capability, achievements and its future-focused ambitions.
The identity utilises graphic arrows that create the geographic shape of Australia, whilst reflecting the boundless optimism and opportunity that drives the country forward. The common thread is the combination of the brand device and photography of Australians and the landscapes in which they live.
Australia Unlimited is now an International program that successfully demonstrates Australia’s capabilities, achievements and its future focused ambitions.
Branding, Exhibition Design, Graphic Design
Spearheaded by the new ‘Can’ promise, an entire brand shift was required to reinforce Commbank’s reputation for innovation and leadership.
There was never an intention to touch the core Commonwealth Bank brand mark due to its iconic Australian status, instead a reinvention took place across all other components. By reconsidering colour, typography, imagery and tone of voice, we built upon the iconic foundations to create a contemporary, vibrant and positive brand for all parts of the organization. The category has forever changed, with competing brands racing to catch up with Commbank’s confident and disruptive new story.
Designed at RE:
Branding, Graphic Design, Typography
Safety Return to Work and Support (SRWSD) NSW Gov.
The NSW Government’s Safety, Return to Work and Support Division (SRWSD) was formed in August 2012 and sees the joining of four previously separate authorities into one. The four authorities include Workcover Authority, Motor Accidents Authority, the Workers’ Compensation Dust Diseases Board and Lifetime Care and Support, and which now operate as one integrated agency. It is their purpose to contribute to the economic growth and productivity of NSW, whilst supporting the wellbeing of the community through insurance, prevention and management of workplace and road use injury. With their focus now shared, they must work together to better support the people of NSW.
With the corporate plan for SRWSD brought inline with the NSW State Plan of, ‘reduced red tape and a more customer-centric approach to everything we do’, their challenges were two-fold.
One being to represent a unified authority; streamline the cultural shift and ensure through branding, that the new scheme communicates unity, simplicity and support.
The second being to maximise productivity through simplified communication methods and improved customer comprehension. With SRWSD communicating heavily through printed collateral, and information sheets that are unavoidably complex, the need for more effective navigation, clarity and simplicity were at the core of the challenge.
The branding scheme focussed on unpacking the complex content and maintaining customer interest through considered information design. The premise of the design is built around providing effective support structures for readers, and enabling greater comprehension through pull-out devices and balanced elements. The bold, uncluttered design is defined by a contrast between thick and thin. To convey a strong sense of customer support, light type is always accompanied by a robust visual element and layouts conform to a clear grid. The restricted colour palette features a bright attention-grabbing colour balanced by a more subtle slate green and shares of black and white.
Branding, Graphic Design
eftpos Brand Photography
eftpos is an Australian payments company. They‘re the people that let you buy your groceries with your own money, rather than with a credit card.
As a payments brand, eftpos is proud of its unique Australian heritage. But their brand photography was a tired Australian landscape cliché – it didn’t reflect the opportunities that their new technologies and partnerships have enabled.
By developing a photographic style that uses sunshine as its key defining element, we kept the imagery Australian whilst making it contemporary and introducing content that was appropriate to their corporate partners as well as consumers.
Art Direction, Branding, Photography
Commonwealth Bank Employment Brand
We were asked to refresh and revitalise the CommBank employer brand to attract new talent but also celebrate the talents within the bank across the broad range of departments and roles within the group.
A new strategic proposition was developed for the employer brand (Employee Value Proposition)
“At Commbank we believe you are the catalyst that ignites our ability to achieve great things.”
The creative concept focuses on the dynamic relationship between the well rounded, extraordinary employees and the organisation: two elements working together to create something extraordinary.
The creative solution relied heavily on a language tonality that was both thoughtful and playful - targeting an audience of Australia’s brightest and best. Positive, ambitious, showcasing possibilities for potential employees that goes beyond just a job. We engaged by creating an image of extraordinary individuals and an extraordinary company working together and how that relationship creates great opportunities and success.
Branding, Copywriting, Graphic Design
Invited to assist the building development company Brookfield in their tender for the redevelopment project Barangaroo, we developed a marketing and place making strategy to assist in their tendering process.
A film and brochure was developed to help demonstrate the vision for the precinct as a new public hub as well as an arts and ideas precinct.
Sadly the tender was unsuccessful.
Branding, Motion Graphics
Future Unlimited was developed by Re: in close partnership with Austrade’s Education Team and the input of education practitioner across Australia. The brand was heavily researched and tested (successfully) across 15 markets across the world. The intention was to position Australia’s education sector as one that would equip future students with the insights, critical thinking and life-long relationships they need for a global career and life. The brand reflects a young and vibrant country which believes that independent, creative and innovative learning is the best way to create future leaders. The brand has been deployed across over 15 markets to date, with excellent brand ROI results.
As part of a regeneration of Celcom's retail spaces, the consumer facing brand identity was to be refreshed. To assist in transforming Celcom’s retail offering from a dated, transactional retail space to an innovative and brand-led concept store, the brand identity was required to become more iconic to allow stretch across their many different offerings over a longer period of time.
Using the platform "Bold ideas that inspire" we developed an approach that attempted to inspire desire in consumers - reflecting materials, finish and high end cues in a simple graphic way.
Westfield Sydney Pitch
As part of the creative pitch for Westfield Sydney, we were tasked with developing a concept that would launch the new mall on the world stage - an iconic approach for an iconic destination.
We developed a design solution based on reflecting the world stage the new mall was a part of - Sydney - with a strong emphasis in fashion.
3 dresses were to be created, built from mirrors. The dresses would be photographed at iconic locations around the city and become part of the main campaign imagery - building buzz not just for the launch but for the city as a bona-fide fashion destination.
Sadly the project didn't go ahead.
Art Direction, Costume Design, Fashion
The cornerstone of the new ANZ global brand was a comprehensive and contemporary new brand identity and brand expression.
The new brand identity, which included a new word mark and a symbol for the first time, provided another powerful way for staff, customers and the community to recognise and connect with ANZ (apart from ANZ blue) – particularly in regions where the name ANZ was not yet well recognised; or where non-English characters are used.
The new brand expression “We Live In Your World” was developed to work on a number of levels: firstly, it clearly spoke to the ‘super-regional” aspirations of the bank’s strategy; and secondly, it delivered a clear promise to ANZ customers that the bank was committed to putting their needs first, and would do so in a truly empathetic way.
Advertising, Branding, Graphic Design
Audi TT Movement
The Audi TT first launched in 1997 to international acclaim, the 2+2 instantly becoming a design icon. A decade later The One Centre was engaged to position and launch the new TT, the second generation to compete with more 'serious' sports cars for growth, like BMW Z3 and Porsche Boxter. Our research identified a sizeable segment in the market - style strivers - who valued iconic design and athletic performance. Notoriously difficult to target, we created a unique arts and entertainment platform, the TT Movement, to bring to life the proposition of iconic + athletic and attract new buyers to the brand. The TT Movement was a high performance art movement featuring some of the world's hottest emerging artists tasked with expressing 'Iconic + Athletic' in their chosen medium. In parallel we created the Audi Art Prize, inviting unknown local artists to create their own interpretation using the same brief. Running for 6 months and culminating in an exhibition at the Museum of Contemporary Art, the TT Movement drew millions of followers online and thousands to the exhibition. Covered widely in culture and lifestyle media the platform helped Audi secure hundreds of test drives for the new TT and achieve record sales growth.
(credits: The One Centre http://theonecentre.com/work/tt-movement)
AUDI TT Movement Event
EVENT IDENTITY AND IMPLEMENTATION
CD & AD: Simon Hong
CD: Phil Shearer
CD: Ignatius Jones
D: Michael Boston
Anim: Michael Boston & Universal Everything
AGDA 9th Biennial Awards
Exhibition Design, Graphic Design, Motion Graphics
Ashington is a luxury property developer in Sydney, Australia. The project involved the creation of a dimensional logo based around the ideas of luxury and luxury goods. This was then expressed throughout a range of applications including a brand brochure, video and 3D invitation to a launch made from acrylic.
Graphic Design, Art Direction, Computer Animation, Design, Motion Graphics
AMEX Ink Blots
A promo piece for American Express, for their new airport stands.
Completed at The One Centre
Animation, Motion Graphics
Lumiere Promo - Nakheel Dubai
A teaser film for a residential development on the Palm Jumeirah, the residences took queues from the high end fashion retail centre at its base.
Sadly the GFC struck just at launch and plans for the building were dropped.
Completed at The One Centre.
Fashion, Graphic Design, Motion Graphics
Polo in the City
Ad for the 2008 season of Polo in the City in Sydney.
Completed whilst at The One Centre.
Advertising, Creative Direction, Retouching
Sky Racing TV Ident
Proof of concept and final on air TV ident for Sky Racing, an horse and greyhound racing TV channel.
Identity designed by Matt Morgan, completed at The One Centre.
Wear it with Pride
I was invited to submit a design for M&C Saatchi Sydney's initiative for ACON and the National LGBT Health Alliance to help promote the 85 new laws being put forward to Australian parliament to bring equality to the lives of LGBT identifying people in Australia.
The tshirts were produced and sold with funds going to charity.