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 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.
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
Seven has announced the total judging line-up for this season of Australia’s Got Talent. Patrick-Harris, who is American, is best known for his television work in How I Met Your Mother, as well as his role in the critically acclaimed film Gone Girl. He has also hosted a number of awards shows, including the Oscars, Tonys, and […]
WhatsApp has reaffirmed its commitment to user privacy in a new global campaign, following controversial policy changes earlier this year. The Facebook-owned messaging platform revealed earlier this year it would be sharing certain data with Facebook as a condition of use, with the potential for this data to be used for targeted ads. The changes […]
Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]
BIG W has joined forces with Verizon Media’s branded content division, RYOT Studio, to give Aussies a new way to shop Australia’s favourite annual toy sale, Toy Mania, using augmented reality (AR). In a first for BIG W, customers can scan a WebAR code to ‘place’ select outdoor toys from the Toy Mania sale virtually […]
The #SeeingRed campaign by Hey Girls UK uses discordance to its advantage, conveying the frustration and disempowerment of period poverty. Hey Girls UK are a period brand seeking to end period poverty in the UK, selling period underwear, cups, pads, and tampons. They run on a ‘Buy One, Give One’ scheme, where for every product […]
An upcoming film about the terrorist attack on a mosque in Christchurch, New Zealand, has been widely criticised for promoting a ‘white saviour’ narrative. Members of the Muslim community have also said it is “too soon” to fictionalise the shooting, which happened in 2019. White supremacist Brenton Tarrant murdered 51 worshippers at Al Noor Mosque, […]
CHEP Tech, CHEP’s technology offering, has strengthened its Sydney team with new hires, including ex-Isobar engineering leaders, Tim Chapman and Kirill Frolov, alongside the promotion of Jacinta Karras to Head of Tech Programs and Charlotte Bruton’s role expansion from Head of Mixed Reality to Head of Innovation Strategy. Mark Gretton, chief technology officer of CHEP […]
After it was initially delayed, a Four Corners episode on QAnon, and a link between the conspiracy and PM Scott Morrison, aired last night. The ep – which had 722,000 viewers, as per OzTAM’s metro data – interviewed the family of Australian QAnon followed Tim Stewart. Stewart is a family friend of Morrison, who has publically […]
With the on-time deadline right around the corner, now is the time to submit your entry for B&T’s newest awards program, Best of the Best. On-time entries for Best of the Best will be accepted until 5pm (AEST) on Friday 25 June. And, while you can submit entries after this date for another week, it’s definitely best […]
New data, compiled by Deloitte and released by industry body Commercial Radio Australia, shows a rebound in radio advertising. According to the data, commercial radio advertising revenue for metropolitan stations jumped by 72.6 per cent in the month of May to reach $59.605 million from $34.534 million a year ago. The rise reflects a strong […]
Swedish bank Nordax has created a tool to urge people to buy less online – and to make smoothies instead. How we shop online is constantly evolving, with new ways to pay and get items delivered. Now, with a global pandemic keeping everyone bored at home, online shopping has reached new heights. Nordax Bank, a […]
It might still be June, but the deadline for entries into this year’s B&T awards is fast approaching (they’re due Monday 19 July at 5 PM, in case you were wondering). This year we’re helping you like never before with our new series, ‘How To Win A B&T Award’, where we speak with a host of judges, […]