What better way to bring the brand idea to life than by creating our own brand character – a modernised gargoyle inspired by one of the gargoyles found on the building facade.
The marketing has been all about creating intrigue. Gothic-style words are contrasted with images of art and indulgence to create a unique tone of voice and brand identity.
With a distinctively different approach, the campaign began with a sense of mystery. Hoardings, teaser videos and social media posts were used to fuel intrigue and desire, tantilising the market whilst uncovering the fuller story over time.
Gothic theatricality steers the brand and marketing. The language is infused with ambiguity, artistry and indulgence to create a unique tone of voice and brand identity. The line “Where Character Reigns” is an invitation for people and businesses to bring their own characters to the table and thrive in a place where they can express themselves.
To take things to the next level, we partnered with BVN Real, the architects of the commercial tower at Queen & Collins, on creating a virtual tour; the interface design of a comprehensive interactive tour, which brings the place, brand and experience to life in one place so tenants can walk around and experience the site in its full glory.
When it became clear that COVID-19 would cancel the project’s launch event of the Queen & Collins brand, we quickly worked closely with the client to change tack, by looking at new ways to communicate in response to the restrictions. Key approaches were moved to screens, and video and social media were critical, including a video series on the stories behind Queen & Collins, as people became hungry for content.