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 MacquariePark – 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.