Norwest City

Transforming the existing 377 hectare Norwest Business Park into a highly desirable and sustainable work and living environment, Pontoon developed the initial brand positioning and marketing assets. From building an interactive video to launch to industry leaders and media, we then developed key assets for land sales and leading projects across residential, retail and commercial including Essentia, The Bond, Circa Land and Norwest Quarter.

Project Details

CLIENT

Mulpha Developments

PROJECT PARTNERS

Colliers
Norwest Commercial

LOCATION

Norwest

DELIVERABLES

Brand Identity and Positioning
IM
Website
Project Video
Hoarding
Event Management
PR

The brief

Mulpha’s vision for Norwest was transformational - a physically, digitally and emotionally connected 377Ha masterplanned development to accelerate cultural change and redefine the model of a future society.

Our task was to determine how we launch this to the world, starting with the brand and its key messages, across its features and benefits to the community, dividing the park into quarters across Residential, Commercial, Retail and Open Space.

The solution

With a bold story to tell, we began by creating an inspirational framework built on three core pillars: Beacon of Innovation, Human at Heart, and Systems Thinking. This led to the development of our positioning, Feel Alive. To bring the vision to life, we produced a 190-second video capturing the ambition to transform Norwest Business Park into Australia’s most innovative, entrepreneurial, sustainable, green, smart, and above all, liveable city. We followed this with a PR launch event, inviting industry leaders and media to experience Mulpha’s vision firsthand. The campaigns were supported by targeted marketing assets for each city quarter, 50 smart city initiatives designed to engage the local business and residential community, and the rollout of leasing campaigns across residential (Haven and Essentia), retail (Marketplace) and commercial, including The Bond.