Creative Direction and Design
Blaze Advertising (WPP)
The leasing campaign for 72 Christie Street, St Leonards required a new identity that would rebrand and reposition the building so it was less aligned with the old tenants – Ogilvy Advertising. I was asked by Cadigal (leasing agent) to produce a look that was vibrant, impactful and would stand out from the other dull corporate environments for lease in the St Leonards area. The key selling point of this asset was its flexible, bespoke open-plan and campus style interior space.
Drawing on the eclectic shapes contained in the interior spaces, I utilised their form to create the word ‘Christie’ with the bright colours symbolising vibrancy, innovation and creativity. The shapes – much like the flexible space itself, were versatile and could be rearranged and customised as a graphical treatment across the marketing collateral.
The new brand has reposition 72 Christie Street and been effective in helping to attract a new tenant. Cadigal negotiated a 10-year lease with global financial giant Mastercard to occupy the building for their Australian headquarters.