QV1 is among a host of CBD buildings under pressure from the downturn in the Western Australian resources economy. Even though QV1 is regarded as Perth’s most prestigious commercial address, the owners know that in a ‘buyers’ market, brand reputation and providing a differentiated brand experience matter more than ever.

DIA Brands' strategy was to emphasise the emotive differences that separate QV1 from its run-of-the-mill neighbours. The expression of this strategy is the ‘Love where you work’ positioning created by DIA Brands' strategy team. We then redesigned the QV1 identity to better reflect the iconic status of the building and refreshed all of QV1’s brand assets from the ground up.

The result, QV1’s tenants are in no doubt that 250 St Georges Terrace is still Perth’s finest corporate address.