ISPT / George Place

The Challenge: 363 George Street, 345 George Street and 24 York Street are prime grade commercial buildings in Sydney’s CBD currently undergoing a $75 million redevelopment of the shared lobby space. Asset owners, ISPT required a new name and brand to unify the three buildings as well as reposition the property as a world class business precinct. The challenge was to communicate a new standard of workplace living that is welcoming, dynamic and tuned into the needs and aspirations of its tenants and visitors.

The Strategy: Working closely with Brickfields Consulting, extensive research and stakeholder consultation was undertaken. This process enabled us to clearly define the tenancy profile, their motivations and reposition the brand correctly within the competitive landscape. Customer truths were identified and brand pillars were established to underscore a unique brand essence for the precinct – A '360 degree destination' and a vision to be 'The inspired heart of Sydney’s highstreet'.

The Solution: The name George Place was born out of the logical link to the most positive aspect of the precinct – it's location. We wanted to own the George Street address ahead of other buildings and precincts. The name also refers to the more human qualities of the precinct in creating a sense of ‘place’ as well as referencing the adjacent Martin Place. An extensive style guide was developed and applied to various channels of marketing, development activations and tenant communications. Coordinating with an exclusive launch event, three lobby exhibition displays with updateable elements were created to both introduce the new brand and further connect and engage people on future plans, programs and events. As a testament to the repositioning of the brand, as well as a commitment to delivering progressive and engaging experiences for customers, ISPT secured a five year lease with leading Australian software company, Atlassian.