Make It Happen
Concept development / Design and art direction / Content development / Copywriting / Photography and styling / Production / Signage / Environmental Graphics / Wayfinding / Advertising / Social / Digital / Spatial / Installations
International Towers, Towers Two and Three of the trio of new high-rise commercial buildings at Barangaroo, are considered to be the most desirable workplaces in Australia, and amongst the most progressive anywhere in the world. As such, an equally innovative approach to attracting future tenants was required, one that departed from the traditional commercial leasing formula. The Gallery was tasked with developing the brand strategy and brand architecture for the collective asset, which then informed the basis of leasing and marketing strategies and executions. Scope included brand design, copywriting, tone of voice and creation of a communications style guide. ‘Make It Happen’ became the foundation on which all advertising, marketing communication and events would be based, and influenced all behaviours and activity.