Estate One Property Leasing Collateral Design
Cbus Property is a wholly owned subsidiary of Cbus, the industry superannuation fund for the construction, building, infrastructure & allied industries. Cbus Property has responsibility for the strategic performance and management for a number of Cbus’ direct property investment businesses which includes major investments and developments in the commercial, residential, industrial and retail sectors.
Red Crayon were tasked with re-energising and repositioning Estate One, a 46 hectare property zoned for mixed-use which includes existing buildings and vacant land set for development in the heart of Dandenong. The engagement included refining the brand and all supporting collateral while developing a focused approach for marketing Estate One to prospective tenants.
Refine the brand and all supporting collateral while developing a focused approach to marketing Estate One to prospective tenants.
It was decided that the brand had significant brand equity and as such the colours and typeface should only be moderately altered to a more modern and clean appearance. The repositioning was engineered through a series of workshops with all stakeholders.
The collateral was evolved to include a tagline, new imagery, copy, architectural renders and master plan. The onsite advertising campaign was rolled out along the Princes Highway and continues to be updated.
A cohesive suite of collateral that talks to each industry sector in a unified voice. The development was successfully sold and continues to generate interest for leasing opportunities.