We are proud to be recognised as one of Australia’s foremost authorities on brand in the built environment.

Martin Place
Leading The Way At Barangaroo - International Towers Sydney
Life Saver - Coogee Pavilion
An Organic Place to Work - Water NSW
Live by Nature - Romeciti Group
My Sydney Niche - Loftus Lane - AMP Capital
Carlo Giannasca

Carlo Giannasca

Head of Environments / Partner

+61 2 8318 9800

Carlo is the driven head of our Urbanite team and a multi-award-winning graphic and three-dimensional environmental designer; his love of typography, design history and design theory are defining elements in his creative solutions. During his 30-year career Carlo has created major environmental graphics, wayfinding schemes, branding and signage design projects that connect people to place for corporations and government bodies including Qantas, the Queen Victoria Building, Circular Quay transport interchange, Lend Lease and American Express, and the Sydney Harbour Foreshore Authority. In February 2017 Carlo was appointed Co-Chair of the Sydney Chapter of the Society of Experiential Graphic Design (SEGD). He was also a juror at the 2017 SEDG Global Design Awards in Washington DC, USA.

Team

My Sydney Niche

My Sydney Niche

Loftus Lane - amp capital

Branding Loftus Lane, AMP Capital’s low-rise boutique residential development in Sydney’s prestigious Circular Quay, required delivery of a refined approach. Driven by a crystal clear strategy, our brand marketing program created the full scope of intangible and tangible brand executions proving a resounding sell-out success, in just two hours.
My Sydney Niche
My Sydney Niche
My Sydney Niche
My Sydney Niche
My Sydney Niche
My Sydney Niche

GIVING PEOPLE WHO LOVE THE REAL SYDNEY AN INTIMATE AND AUTHENTIC WAY OF LIVING IN THE CITY.

A deep understanding of the customer directed the brand’s expression across a range of touch points. Our strategic brand positioning focused on the idea of securing a private Sydney niche in one of three architecturally designed buildings – SJB – 15 Young Street, Silvester Fuller – 18 Loftus Street and MAKE Architecture – 8 Loftus Street. A compelling story for this rare opportunity was crafted around the idea that buying into a boutique development on Sydney Harbour, with access to a new laneway lifestyle, was uniquely different to the CBD’s tower-style living.
My Sydney Niche
My Sydney Niche
My Sydney Niche

considered in every way

Referencing the address itself and Sydney’s emerging laneway culture, the Loftus Lane name and brand design draw on the idea of 'effortless luxury.' Considered and bespoke, the development’s restrained and contemporary aesthetic contrasts with the glitzy approach of its competitors. Marketing touchpoints extended to bespoke Bonsai Figs that were sent to VIPs in custom-branded Loftus Lane ceramic pots and a limited-edition book titled 'Sydney at Home' produced in collaboration with Sydney based photographer Saskia Wilson.
My Sydney Niche
My Sydney Niche
My Sydney Niche
My Sydney Niche
My Sydney Niche
My Sydney Niche
My Sydney Niche

A REFINED 
SALES
EXPERIENCE

The display suite, one of the most significant expressions of the Loftus Lane brand, had to reflect the development’s bespoke qualities, and communicate its unique nature. Urbanite’s environmental design strategy lay with communicating the overarching principals of intimacy, modernity, design and culture, captured through scale, detailing and materiality. The experience is immersive and provides an immediate sense of calm and aesthetics indicative of the development. To fully appreciate Urbanite’s approach in executing the display suite, it is pertinent to know that the strategy for the brand was anchored in market research that found that target buyers were motivated by the idea that this was a rare opportunity.
My Sydney Niche
My Sydney Niche
My Sydney Niche
My Sydney Niche

120
MINUTES

All 106 apartments sold
in 2 hours.

My Sydney Niche
My Sydney Niche
My Sydney Niche
My Sydney Niche