Blending Work and Life
Today, life and work are so blended that ‘lifestyle’ has become critical to the success ofcommercial precincts. This is particularly true for locations such as Macquarie Park, which are often seen as too remote from the action of places like the CBD. The vision for Macquarie Square is to deliver the type of lifestyle normally expected of the inner city on the site itself – including micro-breweries, restaurants, bars, gym, running tracks and even a boutique hotel.
To attract businesses, John Holland needed to create a brand that communicated a genuine lifestyle promise and an authentic sense of place.
Having worked closely with John Holland on developing its brand, anchored in the idea of ‘Transforming Lives’, Macquarie Square was an opportunity to show the difference this approach makes to a development.
We tapped into the heritage of the site, which was once abundant with orchards, and created a lifestyle brand that feels fresh and vibrant. It positions Macquarie Square as more than a place to work, but rather a marketplace of potential that blends work and life, enabling people and businesses to thrive.