Located in the newly developed stadium precinct in Docklands, 685 LaTrobe is 5 Green Star energy rated commercial building targeting environmentally sustainable credentials.
Looking to set themselves apart from the plethora of 'exclusively' themed properties on the market, Charter Hall engaged Büro North to create an accessible, friendly and open branding strategy that reflected the truly humanistic approach of this project.
We developed a brandmark that communicated the key themes of connectivity and accessibility with open, rounded and interlocking letter shapes and soft, personable typography. To create a point of difference we developed a non-conventional marketing brochure in the form of a custom iPad application. Collaborating with Something Splendid and Squint Opera, an interface was specifically tailored to communicate the relaxed yet sophisticated environment cultivated by the developers.
The use of an iPad application allows for a unique insight into the building that is unmatched in the current market. We designed a user friendly interface supported by video and animation that delivers something that a brochure can’t - personality, interaction, and a tailored view of the building that specifically responds to the modern tenants needs.