METHOD-OLOGY
“The marketing should communicate a world-class experience with the customer at the heart of design, an A-grade commercial tower with touchless technology, supportive wellness and third spaces, underpinned by a unique retail offering and a community focus..”
CHARTER HALL
BRANDING
60 KING WILLIAM STREET ADELAIDE
PROJECT NAME, BRAND STRATEGY & POSITIONING, WEB DESIGN, IM (COMMERCIAL & RETAIL), DIGITAL MARKETING.
People want to be connected.
Based on Charter Hall’s brief of all of their assets being people-centric, Ology refined this concept down to the most important thing for people. Connection.
Ology wanted 60 King William to OWN being connected. Not just literally but also through intangible notions such as connecting ideas, passions, wellbeing and possibilities.
Marketing a workplace where people want to be, and feel genuinely connected to both their workplace and their community is more important than ever before.
PURE SHAPES TAKEN FROM THE BRAND’S ’60’ IN A SIMPLE STRAIGHT FORWARD EXPRESSION OF CONNECTION.
Where office campaigns connect.
Ology’s positioning of Where people connect seamlessly applied to the details of both the commercial and retail IMs.
Where retail
campaigns connect
The retail campaign was given separation through a brighter colour palette and colour blocking photography.
98% pre-leased prior to construction
By focusing on people and connection with a sophisticated visual approach, Ology positioned 60 King William as relatable yet aspirational contributing significantly to a very strong outcome for office leasing.
