Branding South Sydney’s largest new development
Greenland Australia is working with an international marketing agency to assist in creating a brand identity for South Sydney’s largest new development in 2017 – the 6.9-hectare Ashmore Estate site bounded by Ashmore Street, Mitchell Road and Coulson Street in Erskineville. Only three kilometres from Sydney’s CBD, the former industrial area is family friendly, close to employment and education opportunities, and is shaping up as ‘the next big thing’ where inner city rejuvenation is concerned. The Stage 1 concept design DA was referred to the City of Sydney’s CEO for approval in mid-November 2016.
The agency began by considering local demographics and history, other property developments in the area, how Greenland wished to position its project (premium but not beyond reach) and what narratives and imagery would work best for domestic and international buyers. In addition, a lot of thought was given to differentiating the Greenland Australia and GH Properties joint venture from smaller sites close to the CBD. There is a sense of pride, ‘cool’, welcome and tranquility in Erskineville that is fairly unique. Successfully leveraging off this identity will help create market cut-through.
The agency client manager puts it like this: “The first challenge faced by any new product is creating awareness, giving people arresting reasons to pause and think. Greenland and GH Properties are fortunate in that their site is larger than any other so close to the CBD. There is also a strong sense of place already that will be articulated in everything we do, including the display suite when it opens this year. Our company’s experience in the US and other markets has helped shape our thinking, but the final strategy we implement with Greenland will be as local as the tall fig trees being retained on Ashmore Street.”
https://greenlandaustralia.com.au/en/greenland-australia-and-gh-properties-acquire-the-bulk-of-ashmore-estate-for-their-planned-1-6-billion-mixed-use-development-at-erskineville-in-sydneys-inner-south/
http://ashmoreestate.com.au/
