An Intriguing Brand of Character

GPT GROUP

 

 An Intriguing Brand of Character

The Challenge

Queen & Collins is a never-to-be-repeated opportunity. This historic Melbourne precinct incorporates architect William Wardell’s famed 1887 Gothic bank, as well as the 1890s Safe Deposit Building, the former Melbourne Stock Exchange and a neo-Gothic tower created in the 1990s.

As the home of ANZ Bank for over a century, the site has never been open to the public. Now, in the hands of visionary property developer, GPT Group, Queen & Collins will see the revitalisation of an entire Melbourne city block as a new lifestyle destination for work and life.

We were brought on board to create a brand that’s as unique as the place itself. A key focus was to attract the types of commercial and retail tenants that would appreciate its unique Gothic qualities, while bringing a new contemporary spirit and energy.
 An Intriguing Brand of Character
 An Intriguing Brand of Character
 An Intriguing Brand of Character
 An Intriguing Brand of Character
 An Intriguing Brand of Character
 An Intriguing Brand of Character
 An Intriguing Brand of Character
 An Intriguing Brand of Character

Our Thinking

Anchored in four Gothic-style heritage buildings, we wanted to hero Queen & Collins’ Gothic history, not homogenise it, bringing it to Melbourne in a reimagined way.

In the context of a place that has an abundance of architectural character and back story, our brand idea ‘The Rewards of Character’ aims to celebrate everything that makes the site unique, as well as encouraging people and businesses to connect with their own sense of individuality and character.
 An Intriguing Brand of Character
 An Intriguing Brand of Character
 An Intriguing Brand of Character
 An Intriguing Brand of Character
 An Intriguing Brand of Character
 An Intriguing Brand of Character
 An Intriguing Brand of Character

The Creative

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.
 An Intriguing Brand of Character
 An Intriguing Brand of Character
 An Intriguing Brand of Character
 An Intriguing Brand of Character
 An Intriguing Brand of Character

Results

Our distinctive, character-filled marketing approach has resonated with businesses wanting to be part of a building that’s rich in character and difference, driving an above-market number of leads.

“Even during COVID-19 the marketing is working, with tenants saying this is the type of workplace they want their people to come back to. It's all down to the idea of character and the uniqueness of the campaign.”

Martin Ritchie, Fund Manager, GPT Group

 An Intriguing Brand of Character
 An Intriguing Brand of Character
 An Intriguing Brand of Character