Develop a contemporary new brand strategy, clear brand architecture, brand identity and launch strategy for a boutique Sydney residential developer quickly growing in size and reputation.
Central Element has a brilliant balance of commercial, marketing and delivery nous, each personified by its three partners. Starting with extensive stakeholder research to build different audience segments and understand how Central Element does business, we built a brand strategy which celebrated their strengths of supportive collaboration, a focus on how people want to live today, and a balance of astute thinking and easygoing charm.
A key part of this project was defining the brand architecture of the parent brand against developments, mapped across the customer journey – this informed a guideline built around different tiers of brand relationship – from corporate to development, and co-branded.
The identity itself is flexible and adaptable, with a suite of building blocks that symbolise collaborative partnerships to build people-shaped outcomes.
- Brand strategy
- Brand architecture
- Brand identity
- Tone of voice
- Brand guideline
- Website (with Atlas Agency)