Macquarie Square

Macquarie Square is a state-of-the-art commercial precinct being developed by John Holland at Macquarie Park. With the first tower complete and tenanted, we were appointed to revitalise the precinct’s original brand materials and execute a fully-integrated leasing campaign to coincide with the delivery of Stage 2 which comprised two new commercial buildings and a sweeping 7,000sqm public green space, Catherine Hamlin Park.

Project Details

CLIENT

John Holland

PROJECT PARTNERS

Colliers
Cadigal

LOCATION

Macquarie Park

DELIVERABLES

Updated Brand Identity & Positioning
IM
Website
360-Degree Virtual Tours
eDM
Presentation materials
CGIs
Project Video
Display Suite
Hoarding
Social Media

The brief

Our specific task was to update the existing marketing materials for MacquarieSquare, with a focus on better highlighting the precinct’s key selling points, including the soon-to-be-delivered Catherine Hamlin Park. Beyond this, we also needed to tackle a legacy of negative perceptions surrounding Macquarie Park – the vast majority of which are no longer true thanks to significantly enhanced amenity and the imminent opening of the new Sydney Metro station, just 300metres from our site.

The solution

Strategically, we knew success would rely on our ability to sell Macquarie Park as a contemporary and well-connected commercial base in the post-Covid economy, with Macquarie Square at the centre of it all. To achieve this, we created a new positioning for Macquarie Square: ‘It’s all connected.’ Using this as our messaging anchor, we then developed a full suite of marketing materials for the Stage 2 leasing campaign.