SYDNEY PROPERTY

'All things considered'

Many property projects claim to be ‘place making’ but few can back this up. St Leonards Square in Sydney is different. Developed by Mirvac, one of the most respected and most successful names in Australian property, this carefully planned mix of apartments, penthouses and private amenity along with restaurants, shops and public spaces is destined to transform a once commercial area into a thriving residential destination.

Following our work with Mirvac on a project of a similar grand scale in Melbourne, Wharf’s Entrance, we were keen to collaborate with the Sydney office on this undertaking. We were brought into the project by Grenade, a studio we have worked with closely for several years.

We worked with

WE WROTE WORDS FOR…

Advertising
Agents books
Billboards
Brochure
EDMs
Taglines
Video Scripts
Website Content

As with many Grenade projects, we were involved in the early stages of brand development, from assisting with naming to crafting positioning statements. This led to copy for a teaser campaign which announced Mirvac’s return to Sydney’s north shore on billboards and ads, followed by an ROI EDM and website. These campaigns involved detailed interviews with the project team and writing copy which repositioned St Leonards as a presigous residential neighbourhood.

The centerpiece of this project was a hardcover, leather-bound brochure in which the story of the St Leonards Square location, civic spaces, and luxury amenity was told. We followed this substantial brochure by writing a smaller brochure for the limited collection of penthouses. Across all copywriting on this project, we followed the Mirvac style guide while also creating a tone of voice specific to this project.

With 90% of Stage 1 apartments sold during the opening weekend, this was a complete success for Mirvac.

St Leonards Square is just one of many high-profile property projects we have worked on for the Sydney market. Others include Park One and No. 1 Lachlan for Golden Age, Eve for Fridcorp, and 100 Broadway for Frasers Property.

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