Hitting the Spot

Riverlee

 Hitting the Spot
484 Swan Street in Richmond is a new landmark for work and life. Located right on a train station, it takes the term ‘well connected’ to a new level. Tasked with marketing this new type of commercial destination, we wanted to conceptualise beyond typical property marketing norms and come up with a name, brand and communication strategy to fulfil the potential of this unique place and its future population. 
 Hitting the Spot
 Hitting the Spot

A Brand not a Building

Designed by leading lifestyle architects, Techne, 484 Swan Street is the first of its kind in Melbourne – radical difference is in its DNA. To attract progressive businesses who would otherwise be drawn to the CBD, we needed to look and behave differently in the market and think beyond a building into a total experience that would appeal to more youthful, technology-driven businesses.  
 
The name ‘Spot on Swan’ immediately sets up the promise of a destination – departing from from commercial property norms into a more relaxed, conceptual territory. Creating intrigue around a previously unknown location, the idea is a powerful platform for simply and effectively communicating all that the place has to offer – Spot on Swan is the spot to work, the spot to play, the spot to eat, the spot to relax – the spot to be. It’s perfect for the dot-com generation.
 Hitting the Spot
 Hitting the Spot

Thinking Differently

With the name setting the tone, the brand voice follows suit. Casual, thematic language plays with ‘spot’ in interesting ways and instils a lifestyle feel by talking to needs and benefits rather than building attributes.
 
The creative concept takes the name and brand narrative and runs with it. Circular forms integrate with type, hold iconography and become picture windows, echoing the theme and becoming uplifting representations of people, data and collaboration.
 
A vibrant, friendly palette of four colours based on RGB are toned down to feel like CMYK, creates a fresh and youthful feel. The modern typography feels speaking to the industrial aesthetics of the site’s archietcure.
 Hitting the Spot
 Hitting the Spot

 

“As a team, we were truly blown away by the quality of content and the creative thought that went into 484 Swan St. I strongly believe that this piece of work is the best in the Melbourne Metro market at present.”

Vincent Tran
Associate Director
Cushman & Wakefield

 

 Hitting the Spot
As guardians of the brand expression, Frost* was across every piece of communication, from the website and film, to the art direction of renders and execution of marketing collateral.
 
Working in close collaboration with Riverlee and its agents, we were able to think laterally, disrupt typical approaches and achieve genuine cut through in crowded, homogenous market.
 
This included a playful “spot the difference” outdoor execution designed to add new messages to capture the attention of commuters;  a “sweet-spot” direct mail campaign; and an animation-rich brand film, delivered in collaboration with Binyan.
 Hitting the Spot