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