**The Brief:** Develop a brand identity for a grand heritage-listed Queen Street building, rolling this out into marketing collateral and a website. The brand should feel charming, warm, trustworthy, and confident while also feeling refreshed and reinvigorated to invite new commercial tenants to the building.
**The Challenge:** How do we create a compelling brand identity that celebrates the rich history of a prominent Brisbane building? Overcoming preconceived notions of the property and ensuring modern themes blended with the historical significance of the building were of key importance.
**The Outcome:** A unique heritage brand that pays homage to the Beau Arts-themed design, emphasising strength, power and masculinity. The tagline ‘A refreshing change: a departure from ordinary’ speaks to the brand being refreshed and reinvigorated while nodding to its long-standing history in the Brisbane market.
