Frost Design Gives Life To Sydney’s Next Hot-spot

Frost Design Gives Life To Sydney’s Next Hot-spot
SHARE
THIS



Frost Design has created a brand strategy, identity and marketing campaign for a new Sydney hot-spot – The Carlton & United Brewery site at the southern gateway to the central business district.

The area is set to undergo a $2 billion redevelopment. 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 Kensington St VisionPiece3

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, chief executive officer 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,” Frost added.

As the launch point for Kensington Street’s multi-phased property and consumer marketing campaign, 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, Frost Design needed to create a sales tool that would be used to speak to it’s potential vision. Working with existing elevations of the heritage areas, the design team brought to life a full map of the streetscape, supported by visuals and words that summed up the offering. The vision piece is designed in fashion-forward large-scale format and uniquely folded to set it apart as something out of the ordinary.

An Australian property developer Dr Queak, 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,” Queak said.

Credits:

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

Latest News

RedBalloon Urges Shoppers To ‘Break With Tradition’ This Christmas
  • Advertising
  • Campaigns
  • Marketing

RedBalloon Urges Shoppers To ‘Break With Tradition’ This Christmas

Online experience retailer RedBalloon is urging consumers to ‘break with tradition’ this Christmas and rethink their approach to gifting, with a million-dollar campaign set to drive 1.6 purchases every minute between now and December 25. RedBalloon General Manager Matthew Cavalier said everyone has their own traditions at Christmas. The brand’s creative territory is about celebrating […]

Rimmel London & The Cybersmile Foundation Take On Beauty Cyberbullying
  • Advertising
  • Campaigns

Rimmel London & The Cybersmile Foundation Take On Beauty Cyberbullying

Rimmel London has partnered up with The CyberSmile Foundation to take a stand against Beauty Cyberbullying. Launched on Monday via a global campaign #IWillNotBeDeleted, fronted by Rita Ora and Cara Delevigne with a cast of other individuals who have been affected by this issue. In 2017, Rimmel London undertook a global research study to understand […]

Jeep & Lumo Energy Launch OOH Campaigns Via oOh!media
  • Advertising
  • Campaigns
  • Media

Jeep & Lumo Energy Launch OOH Campaigns Via oOh!media

Jeep Australia and Lumo Energy are among an increasing number of brands creating impact and driving greater audience engagement through the use of special builds and innovative lighting on classic out of home billboards. The two builds, developed and executed by oOh! include strategically placed lighting which appears to increase in luminance as the night gets darker, to capture the attention […]