Northpoint

The brief

We were engaged by Cromwell Property Group to communicate the $130 million redevelopment of the ‘Northpoint’ building in North Sydney. A once-iconic commercial address, Northpoint had lost much of its former lustre. Our task was to reignite it through a memorable rebranding campaign, whilst also engaging and reassuring existing tenants during a period of considerable disruption.

The solution

Repositioning such a history-laden building was no small task. In order to challenge existing perceptions around North Sydney, we created a dynamic new brand positioning and look and feel for Northpoint. This platform was then rolled into multi-faceted campaign built around the theme: ‘North Sydney reimagined’. Key targets included leasing prospects, existing tenants and members of the wider North Sydney business community.