Frost* Design has created a brand strategy, identity and marketing campaign for what will become Sydney’s latest cool, cultural hot-spot, part of the $2billion redevelopment of the Carlton & United Brewery site at the southern gateway to the CBD.
October 9th, 2014
Historic Kensington Street is a heritage urban laneway, which includes one of Sydney oldest surviving rows of terrace housing, sitting at the Chippendale boundary of Frasers Property’s Central Park development. Developed independently by Dr. Stanley Quek, Chairman of Frasers Property, the life style precinct will become a new day-and-night lifestyle destination, with plans to attract 26 eclectic, lively and fashionable tenants, along the 160-metre ‘eat street’ strip.
Frost* Design, the brand and communications agency within Frost*collective, worked with Dr. Quek and the Greencliff group, to establish the name and brand personality for the precinct, design an identity and create communication tools for the sales team, which will form the first phase of Kensington Street’s marketing campaign.
Beginning with the name of the precinct, Frost* Design investigated a range of alternative strategies before recommending the original street name of the location be retained, to create a strong link with Kensington Street’s heritage character.
The creative solution underpinning the visual brand is an identity designed to reflect the experience people will have whilst visiting Kensington Street. Using the letter K and the visual cue of a street, Frost* Design focussed on the concept of ‘expandable experiences’. The street is designed to be an enjoyable, immersive experience for visitors, leading Frost* Design to create an identity that represents the playful nature of Kensington Street, with colour and typography selection supporting this idea.
“Retail, dining, art and music are all a part of the Kensington Street experience”, said Vince Frost, CEO and Executive Creative Director of Frost*collective. “The brand needed to be adaptable, speaking to the various experiences and offerings Kensington Street will deliver visitors”.
For the launch, Frost* Design have created an innovate sales tool dubbed a ‘vision piece’, which reflects the brand positioning and character of the precinct. For a street that is yet to exist, they needed to create a sales tool that would be used to speak to it’s potential vision; the design team brought to life a full map of the streetscape, supported by visuals and words that summed up the offering.
Dr. Quek, one of Australia’s most respected property developers, said that branding and communication are critical at this stage of Kensington Street’s marketing and development.
“Attracting the right mix of desirable tenants, to a location that is full of unique potential but still in the creation stage, requires a brand and supporting tools that will work hard to evoke a tangible sense of our vision. The work created by Frost* Design successfully delivers on that and has given Kensington Street a brand which is robust enough to have longevity as the development is realised”.
Client: Dr. Stanley Quek / Greencliff
Agency: Frost* Design by Frost*collective
Executive Creative Director: Vince Frost
Creative Director: Anthony Donovan
Senior Designer: Anzac Tasker
Senior Account Director: Charlotte Brady
Kensington Street, Central Park
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